Games Workshop, the U.K.-based maker of Warhammer 40,000, said on Tuesday it will not use generative AI in its design or creative work, citing intellectual property protection and a commitment to human creators in its half-year report. The company framed the decision as a cautious internal policy to protect its IP and creative teams.
CEO Kevin Rountree said the firm has adopted a formal ban on generative AI in design processes. “We have agreed an internal policy to guide us all, which is currently very cautious, e.g., we do not allow AI-generated content or AI to be used in our design processes or its unauthorized use outside of GW, including in any of our competitions,” he stated.
The company reported roughly $420 million in revenue and about $177 million in operating profit for the 26-week period ending Nov. 30, 2025. (Ed. note: the figures appear in the linked report.)
Rountree warned about data compliance, security, and governance risks tied to embedded AI on devices, adding limited internal testing is allowed but not production use. “We also have to monitor and protect ourselves from a data compliance, security, and governance perspective,” he said.
Games Workshop said it will keep hiring creatives for its Warhammer Studio and protect its IP under its intellectual property guidelines. The Warhammer universe also spans novels, video games, and screen adaptations.
