While the generative AI revolution continues to capture headlines across the tech world, Games Workshop, the parent company of the Warhammer franchise, is choosing to pump the brakes. CEO Kevin Rountree recently confirmed that the company has adopted a highly cautious internal policy, effectively banning the use of AI tools in all content production and design processes for the foreseeable future.
Speaking during a financial results meeting, Rountree elaborated that the policy strictly prohibits the use of AI-generated content internally, as well as its unauthorized use outside the company, even within official competitions. Although certain senior executives are exploring the technology, Rountree admitted, “none are that excited about it yet.” Beyond creative concerns, the decision is rooted in practical governance, security, and data compliance issues, as machine learning engines are often automatically included on various devices, posing monitoring challenges.
Instead of embracing algorithmic creation, Games Workshop is choosing to double down on human artistry. The company intends to actively invest in hiring more creative professionals across various departments to develop new lore and content for marquee IPs like *Warhammer 40,000* and *Age of Sigmar*. This commitment is vital for an IP defined by its distinctive, hand-crafted grimdark aesthetic. Games Workshop is keenly aware of fan sentiment; the community has historically reacted strongly to perceived uses of generative content, leading to previous controversies—such as when Displate had to deny accusations that officially licensed Warhammer art utilized AI. For Games Workshop, human talent remains the bedrock of their iconic universe.