Warhammer maker says it will not use AI in its creative work for now

Games Workshop has banned AI-generated content and the use of AI in its design processes, and says it will hire more creative staff while a small number of senior managers experiment with AI.

Games Workshop, the owner of the Warhammer franchise, says it will keep AI out of its creative production for the moment. CEO Kevin Rountree told investors the company has an internal policy that bans AI-generated content and the use of AI in design work. He said a small number of senior managers have been experimenting with AI, but the overall stance remains cautious. The company also raised concerns about data compliance, security and governance in relation to AI tools. Key points: - Games Workshop has an internal policy that bans AI-generated content and prohibits AI use in its design processes. - CEO Kevin Rountree said a few senior managers have experimented with AI, but leadership is not enthusiastic about broad adoption. - The company plans to hire more creative professionals to produce content for Warhammer 40,000 and Age of Sigmar. - Rountree cited data compliance, security and governance as reasons for a cautious approach and noted that AI features appear on devices automatically. - The article notes recent fan sensitivity around generative AI, including a past case where Displate denied using generative AI on licensed Warhammer products. Summary: Games Workshop's policy keeps AI out of its creative and design workflows while the company invests in additional creative staff. The stance contrasts with some other publishers that are moving toward broader AI adoption. The company says it will continue to monitor compliance and governance issues as it evaluates technology use going forward.