Jagex pulls RuneScape trailer after external partner violates AI policy

Partner oversight leads to trailer removal

Jagex has officially removed the trailer for the upcoming RuneScape quest, Dragon Slayer 2, following immediate backlash from the community. Sharp-eyed players spotted undeniable signs of generative AI within the promotional footage shown at RuneFest last weekend, including a character depicted with six fingers and another wearing what appeared to be modern-day sneakers.

Marketing director Alec Sween addressed the controversy on the official RuneScape subreddit, confirming that the content was produced by an external agency. Despite having clear contractual agreements that explicitly prohibited the use of generative AI in creative assets, the partner proceeded to utilize the technology anyway. Sween apologized for the oversight, acknowledging that the tell-tale errors were “hard to explain away.”

A pattern of broken trust

This incident is particularly sensitive for Jagex, as the studio has maintained a firm, vocal stance against using generative AI to replace the work of human artists and developers. Making the situation worse, this marks the second time in just one week that Jagex has had to walk back marketing material due to unauthorized AI usage. Recently, clothing brand 100 Thieves issued an apology for a concept piece featuring RuneScape branding that similarly utilized AI imagery, which Jagex publicly disavowed.

Responding to community frustration, Sween admitted that the recurring nature of these breaches is “frankly even more crap.” The studio is now moving to overhaul its internal review processes for third-party partnerships to ensure such failures do not repeat. Moving forward, Jagex plans to pivot by working directly with community creators to produce new promotional content that meets the quality standards expected for the Dragon Slayer 2 update.

Why it matters

For the RuneScape community, this situation reinforces the studio’s commitment to prioritizing human craftsmanship over AI-generated shortcuts. Players have been vocal about their opposition to AI in games, and Jagex’s decision to pull the trailer and publicly acknowledge the failure demonstrates that the developer is listening to player feedback regarding the integrity of their game’s art style.

Moving forward, players should expect tighter oversight on official RuneScape promotional materials. While the trailer removal may delay specific marketing beats for Dragon Slayer 2, the studio’s shift toward community-led creative commissions suggests that future content will be more closely aligned with the art style and high standards that long-time fans of the MMORPG expect.