Warhammer maker bans staff from using AI

Games Workshop has banned staff from using AI in its design processes, allowing only a small group of senior managers limited access; the company said the policy is intended to protect intellectual property and human creators.

Games Workshop has introduced a "very cautious" internal policy that prohibits staff from using artificial intelligence to design its miniature figures, while permitting a select group of senior managers limited access. Chief executive Kevin Rountree said AI-generated content is not allowed in design processes or for unauthorised use outside the company. The firm framed the policy as a way to protect intellectual property and to respect human creators. It also said a small number of managers may be "inquisitive" about AI but that none are especially enthusiastic. Key facts: - The policy bans AI-generated content in design and restricts AI use to a select group of senior managers, according to the company. - Games Workshop said it will protect its intellectual property and value human creators as part of the policy stance. - The company plans to bolster Warhammer Studio by hiring more staff in art, writing and sculpting. - In the six months to the end of November the firm reported a 15% rise in revenues to £332m and a pre-tax profit increase of £14m to £141m; it now operates 575 stores worldwide. - Licensing revenues fell to £16m and December sales were described as only "slightly ahead" of the prior year. - Games Workshop announced a partnership with Amazon-owned MGM Studios and developments including a TV series starring Henry Cavill; it also reported a £6m tariff hit that it said was offset by price rises and cost savings. Summary: The policy underscores Games Workshop's focus on maintaining human-led creative processes while allowing limited, cautious exploration of AI by senior managers. The company plans to expand its content studio through new hires and continues to advance media partnerships and TV projects, with broader commercial performance mixed across revenue and licensing streams.