'Warhammer 40,000' Maker Games Workshop Rules Out Generative AI
Games Workshop, the U.K. gaming company known for Warhammer 40,000, has established an internal policy that prohibits the use of generative AI in its design or creative processes. This decision, announced in the company’s half-yearly report, is motivated by concerns over intellectual property protection and a commitment to human creators. The policy also applies to external competitions and restricts unauthorized AI use outside the company. CEO Kevin Rountree emphasized operational risks related to AI, including data compliance, security, and the default inclusion of AI tools in consumer devices. While limited internal research into AI is allowed, it will not be used in production or creative roles. The company is expanding its in-house creative teams and continues to invest in human talent across art, writing, and sculpting. Games Workshop's stance aligns with other major studios like Larian and Blizzard, which have also publicly rejected AI-generated content for creative work due to concerns over authorship and intellectual property. In the reported 26-week period ending November 30, 2025, Games Workshop recorded £332.1 million in revenue and £140.4 million in operating profit.
