Games Workshop, the company behind Warhammer 40,000 and Age of Sigmar, says it has adopted an internal policy that bans AI-generated content and forbids using AI in its design processes. The policy was discussed in the context of the company’s financial results, where CEO Kevin Rountree framed the decision as both a creative stance and a practical risk-management move: protecting the company’s intellectual property, and avoiding data compliance, security, and governance issues as “AI or machine learning engines” increasingly ship by default on employee devices.
The company isn’t claiming it will never touch the tech—Rountree says a small number of senior managers are still allowed to experiment out of curiosity—but the default posture is “very cautious.” In parallel, Games Workshop emphasizes continued investment in its human creators: hiring more staff across writing, concept art, sculpting, and other studio disciplines that shape the Warhammer setting.
For a fandom that closely scrutinizes official artwork (and tends to react strongly to anything that looks like AI-assisted output), the policy reads as a clear signal: Warhammer’s lore and visuals are meant to remain a product of named, accountable artists rather than a black-box generation pipeline.