“We do not allow AI-generated content,” Games Workshop CEO says

As the video game industry contends with how to approach — or fully ignore — the rise of artificial intelligence, at least we can rest assured that the Warhammer tabletop gaming franchise is safe for now. Kevin Rountree, CEO of Games Workshop, addressed the rise of AI and how his company is approaching it in an investor report.

“We have agreed [on] an internal policy to guide us all, which is currently very cautious,” he said. “We do not allow AI-generated content or AI to be used in our design processes or its unauthorised use outside of [Games Workshop], including in any of our competitions.”

Rountree doesn’t stop there, though, as he also notes the security issues that stem from personal devices with AI installed on them, noting, “We also have to monitor and protect ourselves from a data compliance, security, and governance perspective; the AI or machine learning engines seem to be automatically included on our phones or laptops whether we like it or not.”

All that said, Games Workshop isn’t pretending that AI doesn’t exist. Rountree notes that “a few senior managers” are monitoring the technology. “None are that excited about it yet,” he admits. And while they will continue to study it, Rountree also asserts that Games Workshop will continue “maintaining a strong commitment to protect our intellectual property and respect our human creators.”

To that end, the CEO points to the back half of 2025, which saw Games Workshop “hiring more creatives in multiple disciplines from concepting and art to writing and sculpting.” He concludes, “Talented and passionate individuals that make Warhammer the rich, evocative IP that our hobbyists and we all love.”

With AI becoming more difficult to ignore by the day — technology companies around the world are currently working on AI-powered versions of practically everything — Games Workshop is keeping it out, which should delight its discriminating fans and hopefully serve as an example to other companies that keeping track of what’s happening with AI doesn’t mean you need to find ways to integrate it into your product at the expense of people.