Overview
- The company adopted a formal internal policy that forbids AI‑generated content in production and bars AI use in design, including prohibitions on unauthorized use in competitions.
- A small group of senior managers may explore the technology in non‑production contexts, with the CEO noting that none are currently enthusiastic.
- Executives cite intellectual‑property protection, respect for human creators, and data‑compliance and security risks, including AI features bundled by default on devices.
- Games Workshop is expanding its Warhammer Studio by hiring more artists, writers, and sculptors rather than automating creative work.
- The stance—disclosed alongside half‑year results of £332.1m in revenue and £140.4m in operating profit—contrasts with publishers investing heavily in AI, while some peers limit its use.