Warhammer creator Games Workshop says it’s banned its devs from using AI, but admits it’s still “inquisitive” about the tech — “None are thatexcited about it yet”

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As an analyst covering the gaming market, I regularly encounter the Warhammer universes – both the fantasy side and the sci-fi world of Warhammer 40,000. These are, without a doubt, the biggest names in tabletop wargaming globally. Games Workshop, the creator, smartly expands their reach by licensing the properties to other companies, resulting in a huge range of products – from miniatures and board games to novels and video games.

Generative AI is everywhere these days, and while it has some benefits, I think it’s mostly negative, particularly for those who live near the large data centers that power it. This has led many to ask if Games Workshop will incorporate AI into the development and licensing of its Warhammer games, and if so, how they might do it.

The latest earnings report from Games Workshop finally clarifies their stance on AI. CEO Kevin Rountree stated that employees aren’t allowed to use it, and most aren’t particularly interested. However, a small group of senior managers are still exploring what the technology could offer.

Rountree started by admitting that artificial intelligence is a vast subject and that he doesn’t specialize in it, then he went on to say the following:

Currently, our senior managers are taking a very cautious approach to AI. We’ve established an internal policy that, for now, prohibits AI-generated content and its use in our design work, both within and outside of the company – including in any contests we run. We’re also focused on ensuring data security and compliance, as AI and machine learning features are increasingly being integrated into our devices automatically.

We’re still encouraging a small group of senior managers to explore the technology. We’ve also reaffirmed our dedication to protecting our creative work and honoring the people who create it. Over the past period, we continued to invest in our Warhammer Studio, bringing on more talented artists, writers, and sculptors – the passionate people who make Warhammer the immersive and beloved experience it is for our fans and for us.

Games Workshop has banned its employees from using generative AI tools, stating they want to protect their artists and writers. However, the company is still exploring how AI could be used without affecting its commitment to its human creators.

Whether you’re excited or concerned about AI’s increasing role in entertainment will probably determine how you react to this news. I, for one, am pleased to see Games Workshop clearly oppose the use of AI, and I hope this applies to the game developers they partner with on popular titles like Warhammer 40,000: Space Marine 2 and Warhammer 40,000: Darktide.

I’m a little concerned to hear managers are testing AI tools, but overall, the company’s approach is different from most in the gaming and entertainment industry. For example, Larian, the developers of Baldur’s Gate 3, recently faced criticism for using AI to create reference images for their upcoming RPG, Divinity. They stopped using it for that purpose, but admitted they’re still exploring AI in other areas and even considering building their own AI system.

During recent presentations, both Electronic Arts CEO Andrew Wilson and Square Enix signaled a strong embrace of artificial intelligence. Wilson described AI as central to Electronic Arts’ operations, while Square Enix pledged to actively integrate it into their work. This comes after criticism of Electronic Arts’ Battlefield 6 for using AI-created items in its in-game store.

AI is here to stay, and that’s likely true for a long time. I’m happy to see companies like Games Workshop choosing to prioritize and invest in real people instead of relying on it.

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2026-01-14 23:09