Games Workshop, the parent company behind Warhammer, has implemented a cautious policy banning the use of AI in its content production and design. CEO Kevin Rountree stated that while some senior managers are experimenting with the technology, none are enthusiastic about it yet. The firm plans to hire more creative professionals instead.
Games Workshop revealed its stance on artificial intelligence during a recent financial results meeting, as shared by CEO Kevin Rountree. The company has established an internal policy that prohibits AI-generated content and its application in design processes. This extends to unauthorized use outside the organization, including in competitions. Rountree noted, "We do have a few senior managers that are [experts on AI]: none are that excited about it yet. We have agreed an internal policy to guide us all, which is currently very cautious."
The policy also addresses broader concerns, such as data compliance, security, and governance. Rountree highlighted that AI and machine learning engines often appear automatically on company devices like phones and laptops, necessitating vigilant monitoring and protection.
Instead of embracing AI, Games Workshop intends to bolster its creative teams by hiring more professionals across departments. This approach supports the development of content for its key intellectual properties, including Warhammer 40,000 and Age of Sigmar. The company's Warhammer 40K Codex books are renowned for their illustrations featuring a grimdark aesthetic, which has led to strong fan opposition against any perceived AI involvement. For instance, licensed product maker Displate faced backlash last year and had to deny using generative AI in its Warhammer 40K items.
In contrast, other gaming entities like EA and Krafton are advancing AI integration, with developers such as Hideo Kojima and Glen Schofield viewing it as a tool to enhance development efficiency. Global AI spending is projected to hit $500 billion in 2026, though some analysts warn of an impending bubble due to resource demands and rising hardware costs for items like graphics cards and RAM.