According to GameSpot, RuneScape developer Jagex has declared it will never use generative AI to create any in-game content players can experience. Senior VP of product James Dobrowski stated the “hard line stance” is a commitment that no AI will be in “any asset that a player can touch, hear, or feel.” The policy extends to external partners, whose practices are being reviewed. This announcement follows a period of major popularity, with Old School RuneScape breaking its concurrent player record in August 2023 with over 241,000 players online. It also comes after Jagex removed unpopular microtransactions from RuneScape 3 and released a 2026 “integrity roadmap” promising UI and visual identity overhauls.
A PR Play and a Principle
Look, on one level, this is fantastic PR. In an industry scrambling to slap “AI-powered” on everything, a studio saying “not in our game” stands out. It’s a clear, easy-to-understand line for a community that’s famously protective of its game’s integrity. And let’s be real, after the whole Treasure Hunter microtransaction debacle, Jagex needs some goodwill. This stance is a direct deposit into that bank. But is it just marketing? I don’t think so. For a game like RuneScape, where the grind is the point and the sense of earned achievement is sacred, AI-generated quests or items would feel profoundly hollow. It would break the unwritten contract with players. So this “hard line” is probably as much about preserving the game’s soul as it is about scoring points.
The AI They *Are* Using
Here’s the thing: Jagex isn’t swearing off AI entirely. Dobrowski is careful to say they’re open to using it for “tooling efficiency.” Basically, the boring stuff. Think about automating texture variations, bug detection in code, or maybe even generating placeholder dialogue for writers to refine. That’s a smart, pragmatic approach. It acknowledges the tech can make developers’ lives easier without letting it “drive creativity.” The key distinction is between AI as a power tool and AI as a content creator. One helps humans work better; the other tries to replace them. Jagex is betting its players can tell the difference and will reward them for choosing the former.
Why This Matters Now
So why make this announcement now? The timing isn’t random. The game is more popular than ever, they just cleaned house on predatory monetization, and they’ve got a big integrity roadmap for 2026. This AI policy is another cornerstone of that “integrity” rebuild. It’s a preemptive strike. They’re telling players, “We know AI is a concern, and we’re on your side,” before any rumors or scandals can start. In the messy, ethically grey world of game dev today, that kind of clarity is rare. It’s a gamble that their players value human-crafted, janky charm over potentially slick but soulless AI output. Given RuneScape’s enduring success, it’s a bet that might just pay off.
