The company has drawn a firm line on artificial intelligence, confirming that AI is banned from its content production and design processes. As reported in the Financial Times, the policy was outlined by CEO Kevin Rountree during the company’s latest financial report and applies across Warhammer’s creative output, from artwork to design tied to its tabletop games
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According to Rountree, Games Workshop has implemented an internal policy that prioritizes restraint. AI-generated content and AI-assisted design are prohibited, and the company is closely monitoring issues around data security, compliance, and governance.
That identity has been built over decades, particularly within the Warhammer 40,000 universe, where artwork plays a central role in shaping tone and atmosphere. The aesthetic, influenced by 'grimdark' artists like John Blanche, remains one of the franchise’s most recognizable elements. As a result, fans tend to react strongly to any suggestion that official Warhammer art might involve generative AI.
Games Workshop’s position stands in contrast to other entertainment companies that have openly embraced AI despite pushback. Some industry leaders have described generative AI as central to future production, while others have dismissed consumer concerns outright. Rountree’s comments offered a different approach, one focused on maintaining creative control rather than accelerating adoption.
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