Jagex pulls RuneScape trailer after AI errors spark backlash

Key points

• Jagex withdrew a RuneScape 3 trailer shown at RuneFest 2026 after users spotted clear signs of generative AI, such as a six-fingered hand and modern athletic footwear on a medieval character.
• The studio stated the trailer was produced by a 'trusted external partner' that explicitly assured Jagex no AI was involved, leading to an apology and a review of internal processes.
• This incident follows a similar controversy involving a collaboration with the brand 100 Thieves, which also used AI against Jagex's stated policies.
• Jagex announced it is overhauling its review procedures and will commission community creators to produce future Dragon Slayer II content to maintain quality standards.
• The company reaffirmed its stance against using generative AI for game assets, artwork, or marketing, emphasizing the importance of human creativity.

Background

Jagex has previously maintained a strict policy against using generative AI in any player-facing assets, as stated by SVP James Dobrowski earlier in 2026. The company had been conducting external audits with partners to ensure compliance, but this incident highlights a failure in that oversight. The controversy occurs alongside other recent AI-related issues in the gaming industry, including disputes involving other studios and brands.

How outlets are covering it

Rock Paper Shotgun criticizes Jagex for failing to catch obvious AI errors, arguing that allowing such content to slip through demonstrates a lack of care for the artists who built the game's legacy. GamesIndustry.biz reports the facts neutrally, focusing on Jagex's official response and the admission that the issue stems from their own processes rather than just the partner. FRVR frames the incident as a breach of trust, noting that this is the second time in quick succession that a partner has violated Jagex's anti-AI stance, and compares Jagex's strict policy to that of Games Workshop.

Why it matters

The incident underscores the challenges companies face in policing third-party content and maintaining brand integrity in an era where generative AI is increasingly prevalent. It also highlights the sensitivity of long-standing franchises to changes in production methods, as fans value the human craftsmanship that defines games like RuneScape. The response from Jagex may set a precedent for how other studios handle similar breaches by partners.

What to watch

Jagex is expected to implement stricter review processes for all external partners and may face continued scrutiny from the community regarding the authenticity of future content. The studio plans to work with community creators for the Dragon Slayer II update, potentially shifting its production model to ensure compliance with its anti-AI policy.