TL;DR
Games Workshop has implemented an internal policy that prohibits staff from using AI to produce content or to take part in design processes, while allowing a small number of senior managers to explore the technology. CEO Kevin Rountree framed the approach as cautious, citing intellectual property, data compliance and security concerns.
What happened
During a presentation of the company’s financial results, CEO Kevin Rountree set out a conservative approach to artificial intelligence at Games Workshop. The firm has prohibited employees from using AI to generate content or to participate in its design workflows and disallows unauthorised AI use outside the company, including in competitions. Rountree said a handful of senior managers are being permitted to investigate the technology, but that none are currently enthusiastic about it. He also flagged data compliance, governance and security as reasons for restraint, noting that AI or machine learning tools are increasingly bundled with devices. At the same time, Games Workshop reiterated its commitment to protecting its intellectual property and to hiring human creatives for its Warhammer Studio across concepting, art, writing and sculpting. The company’s core businesses include miniature sales and related publishing and media efforts tied to IP such as Warhammer 40,000 and Age of Sigmar.
Why it matters
- Protecting IP and the visual identity of flagship franchises is a stated priority for the company.
- The policy highlights a division in the entertainment sector between cautious and pro-AI strategies.
- Restricting AI in design and content could affect workflow, hiring and third-party partnerships.
- Fan sensitivity around AI-generated art is influencing corporate decisions on creative tools.
Key facts
- CEO Kevin Rountree announced and described the internal AI policy during financial results.
- Employees are barred from using AI to generate content or in the company’s design processes.
- Unauthorised AI use outside Games Workshop, including in competitions, is also prohibited.
- A small number of senior managers are allowed to explore AI but are reportedly not excited by it.
- The company cited data compliance, security and governance concerns related to AI tools.
- Games Workshop continues to invest in its Warhammer Studio and hire creatives across disciplines.
- Games Workshop owns major tabletop IP including Warhammer 40,000 and Age of Sigmar.
- Separately, Displate denied that a recent Warhammer 40,000 artwork it sold was created with generative AI after fans raised concerns.
What to watch next
- Whether Games Workshop will revise its AI policy or expand permitted experimentation — not confirmed in the source.
- How the company will manage AI use among partners and licensees, and whether stricter controls follow — not confirmed in the source.
- Community and customer reactions if any official artwork or products are alleged to be AI-assisted — not confirmed in the source.
Quick glossary
- Artificial intelligence (AI): Software systems that perform tasks which typically require human intelligence, including pattern recognition, language processing and image generation.
- Generative AI: A subset of AI that creates new content — such as images, text or audio — based on patterns learned from existing data.
- Intellectual property (IP): Legal rights that protect creations of the mind, such as designs, artwork, stories and trademarks.
- Data compliance: Practices and policies to ensure handling of data follows legal, regulatory and contractual requirements.
Reader FAQ
Has Games Workshop banned all AI use by employees?
The company has prohibited AI-generated content and the use of AI in its design processes; a few senior managers may still experiment with the technology.
Did the CEO say senior managers are embracing AI?
No; Kevin Rountree said a few senior managers are inquisitive about AI, but that none are currently excited by it.
Will Games Workshop allow partners to use AI?
Not confirmed in the source.
Was a recent Warhammer artwork from a third party confirmed to be AI-made?
A third-party seller, Displate, denied that one disputed Warhammer 40,000 piece was generated by AI.
WARHAMMER 40,000: 500 WORLDS Warhammer Maker Games Workshop Bans Its Staff From Using AI in Its Content or Designs, Says None of Its Senior Managers Are Currently Excited About the…
Sources
- Games Workshop bans staff from using AI, management not excited about the tech
- Warhammer Maker Games Workshop Bans Its Staff From …
- Games Workshop bans AI use in its designs, celebrates …
- Warhammer maker bans staff from using AI
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