Games Workshop, the developer of the "Warhammer" series, recently announced in its financial results that it has explicitly banned employees from using AI in content creation and design processes. The company's CEO, Kevin Rountree, stated that currently, no senior executives are enthusiastic about AI technology.
It is reported that Games Workshop has established a cautious internal AI policy that not only strictly prohibits the use of AI-generated content in design but also bans the unauthorized use of AI outside the scope of the company’s licensing agreements. Previously, the company had explicitly banned the use of AI in its “Golden Demon” model painting competition in 2024 after a winner was found to have used Midjourney to generate AI artwork.Langtry mentioned that while a small number of executives are permitted to continue exploring AI technology, the company places greater emphasis on protecting intellectual property and respecting human creators. During the reporting period, Warhammer Studio continued to recruit creative talent in fields such as concept design, art, writing, and sculpture to maintain the unique appeal of the Warhammer IP.
It is worth noting that the “grimdark” aesthetic of *Warhammer 40,000* was shaped by human creators such as John Blanche, and the official artwork and content in the “Codex” rulebooks are deeply beloved by fans. Fans generally resent the use of AI-generated “art” by the official company or its partners, and Games Workshop’s ban aligns with fans’ emotional attachment to the IP.
This ban stands in stark contrast to companies like EA and Square Enix, which have actively embraced AI. Games Workshop also noted the need to address the issue of AI or machine learning engines being automatically pre-installed on smartphones and laptops from the perspectives of data compliance, security, and governance in order to mitigate potential risks.
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