Runecape developer Jagex has pulled a promotional trailer for its upcoming Hoard of Dragons expansion and issued an apology after fans spotted what appeared to be AI-generated imagery in the footage. The video, unveiled as part of RuneFest 2026, was removed within hours of publication following complaints that it contained telltale signs of generative artificial intelligence, including a knight rendered with six fingers and another medieval warrior inexplicably wearing modern sneakers.
The trailer advertised Hoard of Dragons, the second instalment in the Dragon Slayer II questline for RuneScape 3, which is scheduled to launch in 2027. Although Jagex quickly took down its own upload, a reupload circulated on other channels before it could be scrubbed from the internet entirely. The controversy was first flagged by Kotaku, prompting the studio’s swift response.
A trailer pulled within hours
The 30-second clip used a hand-drawn sketching style to preview the expansion, but several moments in the footage drew immediate criticism for looking unlike anything a human artist would produce. At the 1:18 mark, a knight appears with six fingers on one hand, while an earlier sequence at 0:56 depicts a high-jumping warrior wearing what appear to be Nike-style sneakers. Unlike branded sportswear placements in games that stem from formal marketing deals, such as Adidas’ Evolved suit for Miles Morales in Spider-Man 2, the footwear in this trailer appeared entirely unintentional.
The appearance of modern trainers on a medieval fantasy character proved difficult to defend, and the six-fingered hand became the most cited example of the footage’s problems. Within hours, Jagex had removed its official upload from all platforms.
Jagex blames an external partner
In response to the backlash, Jagex’s social media manager Alex Sween addressed the community on the 2007 Runescape subreddit, explaining that the trailer was produced by a third party. “This trailer was produced by a trusted external partner who had explicitly confirmed that GenAI would not be used,” Sween wrote. “But, among other things, there’s a sixth finger and, well, that’s pretty hard to explain away. For that we apologise.”
“This trailer was produced by a trusted external partner who had explicitly confirmed that GenAI would not be used. But, among other things, there’s a sixth finger and, well, that’s pretty hard to explain away. For that we apologise.”
Alex Sween, Jagex social media manager
The statement drew scrutiny for simultaneously deflecting responsibility while conceding fault. By crediting the work to an external agency yet acknowledging the defects, Jagex appeared to admit it had commissioned, paid for and distributed footage that passed through its quality checks unchallenged. Sween went on to reaffirm the studio’s public stance against AI-generated content.
“Our position is clear at Jagex: we don’t use GenAI to create our games, artwork or creative assets, and will not knowingly allow it to be used on our behalf.”
Alex Sween, Jagex
Critics noted that this marks the second time in recent weeks that a RuneScape-related project has been associated with AI-generated imagery, raising questions about how such content reached production. The studio’s insistence on its anti-AI position was met with scepticism by observers who pointed to the pattern of incidents.
A broader industry concern
The controversy sits within a wider wave of concerns over generative AI in gaming that has intensified across recent months, touching modders, independent studios and larger developers alike. Commentators argued that whether a company generates slop itself or allows it to pass unchecked while paying for it, the effect on working artists is largely the same.
RuneScape’s long-running art style was built over decades by human illustrators, and many fans expressed disappointment that footage bearing their game’s name appeared to bypass that craftsmanship. While anachronistic sneakers on a knight might seem harmless in isolation, community members insisted they wanted assurance that the imagery reflected deliberate creative choices rather than automated generation.
Looking Ahead
Jagex has not yet provided a revised timeline for when Hoard of Dragons or its accompanying Dragon Slayer II questline will arrive beyond confirming a 2027 release window. The studio’s apology addresses the immediate controversy, but questions remain about how it vets external partners and reviews marketing materials before publication.
The incident is likely to fuel ongoing debate over AI adoption in game development and marketing as the industry navigates standards for transparency and artist protection. RuneScape 3 players will be watching closely to see whether Jagex’s stated position holds, and how it ensures future promotional content reflects the studio’s creative values.
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