While generative AI continues to dominate headlines across the tech and entertainment sectors, Games Workshop, the powerhouse behind the *Warhammer* universe, is adopting an explicitly skeptical stance. CEO Kevin Rountree recently confirmed that the company has enacted a sweeping internal policy that effectively bans the use of AI in all core creative processes, including content production and design.
Speaking during a financial results meeting, Rountree noted that while a small number of senior managers are testing the technology, “none are that excited about it yet.” The cautious mandate ensures that no AI-generated content is permitted, either internally or in external competitions, a measure taken partially to address data compliance, security, and governance concerns stemming from rapidly integrating machine learning tools.
Instead of embracing AI shortcuts, Games Workshop plans to strengthen its human capital by investing in hiring more creative professionals across various departments to develop content for beloved IPs like *Warhammer 40,000* and *Age of Sigmar*. This commitment to human artistry is particularly important given the franchise’s reliance on a distinctive, rich grimdark aesthetic. The *Warhammer* fan base is deeply protective of this style and has historically shown fierce resistance to generative AI, a sensitivity that was highlighted last year when licensed partner Displate had to issue public denials following accusations that some official posters were AI-generated.