Games Workshop Bans AI Usage While Continuing to Monitor the Technology
Company Expands Artist Hiring in Defiance of Global Digital Trends
Games Workshop, the legendary creator behind the Warhammer franchise, has officially announced a strict internal policy banning the use of AI tools across its workforce. The announcement was made in the company’s latest financial report released on January 13, 2026, confirming that employees and affiliated developers are prohibited from using AI-generated content in any part of the creative process.
According to CEO Kevin Rountree, the policy does not allow AI-generated materials in design workflows or even in competitions organized by the company. The objective is to preserve the craftsmanship, authenticity, and creative integrity that define the Warhammer universe as a product shaped primarily by human hands.
Cautious Observation Without Adoption
Despite the official ban, Rountree acknowledged that Games Workshop is not entirely shutting itself off from technological developments. Selected senior executives have been permitted to continue monitoring and studying AI out of curiosity and to understand broader industry trends.
However, he stated clearly that none of the leadership team currently feels impressed or excited by what AI technology can deliver. This stance places Games Workshop in direct contrast with major industry players such as Electronic Arts and Square Enix, both of which have publicly embraced AI as part of their development pipelines.
Increased Investment in Human Creativity
Games Workshop’s position is reinforced by action rather than words alone. The financial report confirms continued investment in Warhammer Studio, with expanded hiring across multiple creative roles. These include concept artists, writers, and miniature sculptors, all of whom play a critical role in shaping the depth and identity of the Warhammer universe.
Rountree emphasized that passionate and skilled individuals are the foundation of Warhammer’s lasting appeal, believing that human creativity cannot be replicated by automated systems.
Intellectual Property and Data Security Concerns
Beyond artistic values, the company cited intellectual property protection and data security as major reasons for enforcing strict AI restrictions. With AI and machine learning tools increasingly embedded into everyday devices such as smartphones and laptops, Games Workshop considers rigid internal controls necessary to prevent potential IP leakage.
The policy is also intended to reduce future legal risks associated with the commercial use o
Strong Fan Support and Financial Performance
The decision has been met with strong approval from fans, many of whom fear the rise of what is commonly referred to as AI Slop, low-quality digital content lacking creative soul. The response is especially notable within the Warhammer 40,000 community, where the lore itself includes themes opposing artificial intelligence, often labeled as Abominable Intelligence.
From a financial perspective, the company remains in a strong position. The latest half-year report shows revenue growth of 17%, reaching approximately USD 400 million, demonstrating that a human-first creative philosophy has not weakened consumer confidence. On the contrary, it has reinforced trust among fans willing to support carefully crafted, artist-driven work.
Origin: Windowscentral
