Games Workshop draws hard line against AI. The Warhammer 40K and Age of Sigmar creator banned staff from using artificial intelligence across content production, miniature design, writing, and even company competitions. CEO Kevin Rountree confirmed policy during financial results call, noting senior AI experts remain unenthused about technology.
Internal policy proves comprehensive: no AI-generated artwork permitted, design processes remain human-only, unauthorized external AI use prohibited. Company invests heavily in Warhammer Studio, hiring concept artists, sculptors, and writers while blocking machine learning entirely from creative pipeline.
CEO Rountree’s Stance
“We do have a few senior managers that are [AI experts]: none are that excited about it yet. We have agreed an internal policy to guide us all, which is currently very cautious.”
Games Workshop reported 15% revenue growth to £332 million alongside £141 million pre-tax profit. Success fuels human-first commitment rather than AI cost-cutting. Rountree emphasized protecting IP alongside respecting human creators who built Warhammer’s evocative grimdark aesthetic.
Policy Covers All Creative Areas
- AI-generated content completely banned
- Miniature design processes human-only
- Competitions prohibit AI entries
- Unauthorized external AI use forbidden
- Senior managers limited to experimentation
Financial Context Fuels Decision
| Period | Revenue | Pre-tax Profit |
|---|---|---|
| H1 FY2026 | £332M (+15%) | £141M (+£14M) |
Strong sales enable principled stance. Warhammer codexes packed with hand-drawn art, Black Library novels by human authors, hand-sculpted miniatures maintain premium pricing. AI ‘slop’ would undermine brand built on craftsmanship.
Industry Context & Fan Reaction
Games Workshop joins skeptics rejecting AI:
- Golden Demon competitions banned AI art (2024)
- Displate Warhammer art controversy (Dec 2025)
- Fans demand human-made grimdark aesthetic
- John Blanche’s iconic style irreplaceable
Contrast stark with EA, Square Enix embracing AI aggressively. Games Workshop proves profitability without machine learning dependency.
FAQs
Complete AI ban or limited use?
Staff prohibited entirely. Senior managers experiment only – no production integration. Policy called “very cautious” across all creative work.
Competitions affected?
Golden Demon, other events ban AI-generated entries. Extends 2024 painting competition policy to all Warhammer contests.
Licensed games impacted?
Internal policy only. Video game licensees free to use AI. Focus protects core IP, codex art, miniatures, novels.
Why human-only commitment?
Grimdark aesthetic built by human artists like John Blanche. Fanbase demands authenticity. Record profits enable principled stance.
Senior managers experimenting how?
Rountree vague on specifics. Testing likely focuses data security, compliance risks rather than creative applications.
Financial motivation?
15% revenue growth, record profits. Success proves human creativity drives premium pricing, not AI cost-cutting.
Future policy evolution?
“Currently very cautious.” Senior testing may influence evolution. Strong IP protection commitment suggests slow adoption.
Human Creativity Triumphs
Games Workshop proves Warhammer empire thrives without AI. Record profits fund more human artists while competitors chase machine learning efficiencies. Policy protects 40K’s irreplaceable grimdark soul – hand-sculpted Space Marines, Blanche’s iconic art, Black Library’s rich lore.
Fanbase cheers authenticity commitment amid industry AI scramble. Golden Demon precedent proves community vigilance works. £6 billion valuation built on human hands, not algorithms. Warhammer remains craftsmanship beacon when gaming embraces silicon shortcuts.