100Thieves Apologizes After AI Design Mislabeled as Human Art

Overview

Content creation studio 100 Thieves has issued a formal apology following the revelation that an artificial intelligence tool was used in the design of merchandise for their recent collaboration with Old School RuneScape. The incident has drawn significant criticism from both the OSRS community and the studio’s own fanbase, raising broader questions about the role of automation in creative gaming apparel.

The controversy came to light after the brand teased a new t-shirt concept on social media last night. While the design was marketed as a celebration of the long-running MMORPG, it was quickly identified by community members as containing clear hallmarks of AI generation. In response, 100 Thieves acknowledged the error, stating that the use of AI was an unauthorized shortcut taken during a rushed production timeline.

The Breach of Trust

The collaboration between 100 Thieves and game developer Jagex was intended to be a passion project celebrating the upcoming RuneFest event. Discussions regarding the partnership began in July, with both parties expressing enthusiasm about creating high-quality apparel that honored the legacy of Old School RuneScape. However, the tight deadline—less than a month from design inception to manufacturing—created immense pressure on the creative teams involved.

To meet these aggressive timelines, 100 Thieves engaged multiple graphic designers to work simultaneously on different aspects of the collection. According to the studio’s statement, the inclusion of AI occurred during the final phase of the tee design process. One designer, aiming to expedite edits before the sample was sent to production for a photoshoot, utilized generative AI tools to alter the artwork.

"We messed up. Our collaboration with RuneScape is a passion project that brought together people from across 100 Thieves to create a celebration of OSRS and RuneFest," the organization stated in their official response.

The studio emphasized that this was not a calculated decision to devalue human labor, but rather a failure of oversight in a high-pressure environment. They noted that the AI-generated elements were evident enough that the design "clearly had AI in it," yet the mistake went undetected until after the teaser was released to the public.

Conflict with Core Values

In their apology, 100 Thieves took a firm stance against the use of AI in their creative output, labeling it as something that "has no place" in their apparel design. This position aligns closely with the ethos of Jagex, the studio behind RuneScape, which has historically championed the craftsmanship of human artists and developers. The content creator’s statement explicitly acknowledged that Jagex would not have approved of AI-generated assets, suggesting a potential strain on the ongoing partnership.

The organization described itself as being built by designers, artists, creators, and gamers who pour their souls into defining gaming culture. They argued that relying on AI undermines the very human creativity that connects them to their audience. By using automated tools to speed up production, they felt they had violated the trust placed in them by their community, particularly the veteran players of Old School RuneScape who hold deep affection for the game’s artistic heritage.

Community Impact and Remediation

Old School RuneScape boasts a dedicated and passionate global community. For many fans, the authenticity of the game’s art and lore is paramount. The revelation that a major brand associated with the community had used AI to create official merchandise has been received poorly. The collaboration, which included input from the esports, partnerships, apparel, and marketing teams, is now seen as being overshadowed by this failure.

100 Thieves expressed regret that the project did not result in something both communities could be proud of. They acknowledged that many team members are OSRS veterans themselves, and that the incident has damaged the credibility they had worked hard to build. The apology was directed specifically at the OSRS community and their own fans, admitting that they failed to meet their own stated standards.

Currently, 100 Thieves is working directly with Jagex to rectify the situation. While specific details on whether the affected merchandise will be recalled or redesigned have not been fully disclosed, the studio confirmed that they are actively engaged in discussions to make things right. The incident serves as a stark reminder of the increasing scrutiny surrounding AI usage in creative industries and the importance of transparency when engaging with niche, values-driven communities.