Games Workshop confirms ban on AI-generated content in Warhammer design process

Games Workshop has confirmed that artificial intelligence-generated content is not permitted in the design of Warhammer products, with the company adopting a cautious approach to the use of AI technologies.

The position was outlined by Games Workshop chief executive Kevin Rountree in the company’s half-annual earnings report, published on January 13.

Addressing questions around artificial intelligence, Rountree described AI as a “very broad” field and said he did not consider himself an expert on the subject.

He explained that while a small number of senior managers within Games Workshop have some knowledge of AI, none are “that excited about it yet”. According to Rountree, this perspective has informed an internal policy that restricts how the company engages with the technology.

Under the policy, AI-generated content is not allowed in Games Workshop’s design processes. The restrictions also extend beyond internal development, with limits placed on unauthorised AI use outside the company, including in Games Workshop-run competitions.

“We have agreed an internal policy to guide us all, which is currently very cautious, e.g. we do not allow AI-generated content or AI to be used in our design process or its unauthorised use outside of Games Workshop, including in any of our competitions,” Rountree said in the report.

In addition to creative considerations, Rountree highlighted broader concerns around data compliance, security and governance.

He noted that AI tools are increasingly being integrated into everyday devices such as phones and laptops, “whether we like it or not”, which presents additional challenges for companies managing sensitive data and intellectual property.

While Games Workshop is not actively adopting AI tools, Rountree said a small group of senior managers is permitted to remain inquisitive about developments in the area.

He added that the company maintains a “strong commitment to protect our intellectual property and respect our human creator”.