adminConcerns about the RuneScape generative AI trailer shown at RuneFest have prompted developer Jagex to remove the promotional material while it investigates how the content was made. The trailer promoted RuneScape 3’s Dragon Slayer II quest, and the company says it is reviewing the processes used to approve work from external partners.
Image credit: Jagex
RuneScape generative AI trailer raises questions
After the trailer was shown, members of the RuneScape community highlighted details they believed indicated the use of generative AI. Examples included a hand with six fingers and medieval-style boots that appeared similar to modern Air Jordans.
Jagex said the trailer was produced by an external partner it considered trusted. The partner had specifically confirmed that generative AI would not be used. Jagex has taken the promotional material down as it looks into what happened.
The company says it does not use generative AI to create its games, artwork or other creative assets, and does not knowingly permit others to use it on its behalf. It described the latest concern as the second recent case involving a partner and said the situation exposed shortcomings in its own processes.
Jagex plans changes to its review process
Jagex says it will revise its review procedures following RuneFest. It also plans to work with and commission creators from the community to retell the story of Dragon Slayer II in a way that meets the standards expected for the update.
For players, the distinction between game content and promotional work may not change the concern: both help shape how a game and its world are presented. When reviewing trailers or other campaign materials, it is useful to look for clear information about who created them and how a publisher responds when questions arise.
Previous partner concerns and Jagex’s AI policy
Jagex also referred to an earlier concern involving generative AI in a collaboration with 100 Thieves, a competitive gaming organization and lifestyle brand. The company said it had not approved AI-generated designs and does not intend to use generative AI to replace the artists and developers who make its games. It also said the technology should not be used in its marketing, merchandise or partnerships.
Earlier this year, Jagex senior vice president of product James Dobrowski described the company’s commitment as keeping generative AI out of assets players can interact with, hear or experience in its games. He said the company may consider AI for internal tools that improve efficiency and make work easier for staff, but not as a means of driving creative work.
Dobrowski also said Jagex was auditing and speaking with external partners to check that AI was not being used in inappropriate ways in work that could reach players. The RuneFest trailer concern makes those checks especially relevant: a partner’s assurances need to be supported by effective review processes.
What happens next
Jagex says it is investigating the trailer and overhauling its review process. Until the company shares further findings, the exact circumstances behind the material remain under review. For players following the RuneScape generative AI trailer issue, the key points are the removal of the promotional material, Jagex’s stated policy, and its commitment to work with community creators on Dragon Slayer II’s story.
