Games Workshop, the British company behind Warhammer 40,000, has adopted a formal internal policy that bars the use of generative artificial intelligence in its creative and design processes, company leaders confirmed during its latest half‑yearly report. According to reporting by Time Extension and Wargamer, CEO Kevin Rountree told investors the policy is “currently very cautious” and that AI‑generated content is not permitted in design processes or in company competitions. [2][4]

Rountree emphasised that the restriction extends beyond production use, while allowing limited, controlled experimentation at senior management level for testing purposes. Gamespot and Time Extension both noted that a small number of senior managers may test AI tools, but that their use is “strictly off‑limits” for the wider creative teams and is not embraced enthusiastically. [3][2]

The company framed the move as a defence of intellectual property and human creators. “We have also agreed we will be maintaining a strong commitment to protect our intellectual property and respect our human creators,” Rountree said, remarks that were reported in Decrypt and echoed by Gizmodo and Wargamer coverage. Industry reporting places Games Workshop alongside other studios that have publicly limited generative AI in creative roles, citing concerns over authorship and training data. [1][7][4]

Operational and compliance risks were cited as additional reasons for caution. Rountree warned that “The AI or machine learning engines seem to be automatically included on our phones or laptops, whether we like it or not,” a point Reuters‑style reporting outlets such as Gizmodo and Gamespot relayed when outlining the company’s focus on data security, governance and regulatory exposure. [7][3]

Rather than turning to automation, Games Workshop says it is increasing investment in in‑house creative talent. Rountree told investors the company is expanding its Warhammer Studio and hiring across concept art, writing and sculpting, an approach echoed in reporting by Time Extension and Gamespot that stresses continued emphasis on human creators. [2][3]

The policy also has precedent in the company’s handling of community competitions: PC Gamer noted Games Workshop has explicitly banned AI‑generated content from its Golden Demon painting awards following prior controversy over entries with AI elements. Separate industry incidents , such as a Displate denial that one of its Warhammer posters used AI , illustrate the wider tensions around provenance and creative standards facing the hobby and gaming sector. [5][6]

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Source: Noah Wire Services