Jagex Draws Hard Line on AI: RuneScape Will Never Use Generative Content

Jagex just planted a flag in the ground. The British studio behind RuneScape and Old School RuneScape has drawn a hard line: no generative AI will touch anything players experience in their games. Period.

SVP of Product James Dobrowski made the commitment crystal clear during an interview with GamesIndustry.biz. "We've got a pretty hard stance with the team" Dobrowski said, "which is a commitment that no generative AI will ever be present in any asset that a player can touch, hear or feel."

That's not wiggle room. That's a promise carved in stone.

The policy covers everything. Visual assets? Human-made. Sound effects? Human-made. Music? Human-made. Every texture, every character model, every environmental element that players interact with must be created by actual people. Not algorithms.

Dobrowski explained the reasoning behind this absolute stance. "There will be no generative AI in the game that they experience." He went on to clarify that while AI tools might help with backend efficiency, they'll never drive creativity or produce assets that make it into either RuneScape 3 or Old School RuneScape.

Contractors and Outsourcing Under the Same Rules

The commitment extends beyond Jagex's internal teams. The studio is actively working with outsourcing partners to ensure compliance. Dobrowski emphasised the importance of these conversations, noting that external contractors must follow the same restrictions. The studio doesn't want AI used "in inappropriate ways in any of their work that might filter through to the end game."

This level of oversight shows Jagex isn't just making empty promises. They're putting in the work to enforce their policy across every corner of development.

The decision comes as generative AI becomes increasingly controversial in game development. Earlier this month, Games Workshop announced a similar ban, prohibiting AI-generated content across all Warhammer products. CEO Kevin Rountree said the tabletop giant was committed to "protecting our intellectual property and respecting our human creators."

Larian Studios also faced significant backlash recently. After CEO Swen Vincke revealed the studio was experimenting with generative AI for early concept work on Divinity, fans erupted. The developer quickly reversed course, promising no AI-generated art or writing would appear in the game. Writing director Adam Smith noted their AI text experiments scored "a 3/10 at best."

A Safe Haven Against AI Slop

Jagex's stance fits into a broader philosophy the studio is pushing. Earlier this month, RuneScape removed its controversial Treasure Hunter microtransaction system following a community vote. More than 125,000 players demanded its removal, and Jagex listened despite the potential revenue hit.

Speaking to GamesRadar+, CEO Phil Bellamy connected these decisions. "We're openly against generative AI. We're openly against microtransactions. We've just ripped them out... We're really trying to be a safe haven, a storm-weathering bet against the falling trust in the world."

The moves are working. Player engagement is up. RuneScape celebrated its 25th anniversary this month, and the studio announced RS25, a record investment programme backing new content, infrastructure upgrades, and community initiatives throughout 2026.

Bellamy's comments reveal the strategy behind these choices. The RuneScape playerbase has aged alongside the game. "Players used to be angsty 16-year-olds listening to Breaking Benjamin" Bellamy noted. "Now it's 33-year-old accountants and CEOs who've got 41 minutes in an evening."

That demographic values authenticity. They grew up with RuneScape's quirky, human-made aesthetic. They don't want algorithmic slop replacing the handcrafted world they've spent decades exploring.

Backend Efficiency vs Creative Control

Dobrowski's statement does leave room for AI in non-creative applications. Tools that help with "tooling efficiency" might be used behind the scenes. Think automation of tedious technical tasks, not generation of game content.

This distinction matters. Jagex isn't rejecting all technology advancement. They're drawing a line between tools that help human creators work faster and tools that replace human creativity entirely.

The policy mirrors concerns across the creative industries. Voice actors, writers, and artists have raised alarms about AI training on their work without consent. Some studios are pushing ahead regardless. Others, like Jagex, are choosing a different path.

Jagex's commitment arrives at a pivotal moment. The gaming industry is split on AI adoption. Some executives see it as a cost-cutting measure. Others recognise the risk to brand identity and player trust.

Games Workshop is hiring more artists despite banning AI. Jagex is investing record sums in human-created content. These studios are betting that quality and authenticity will win over automation and cost reduction.

Time will tell if their gamble pays off. But for RuneScape players, the message is clear: the game they love will stay in human hands. No algorithms will replace the artists, musicians, and designers who've built Gielinor over 25 years.

That's a promise worth more than any efficiency gain.