Warhammer creator prohibits employees from utilizing AI

Games Workshop Upholds Human Creativity in Warhammer Designs

Games Workshop, the company behind the iconic Warhammer franchise, has implemented a strict policy that bars employees from using artificial intelligence (AI) to create its miniature figures. This move is intended to foster originality and safeguard the creative process.

According to the company, only a select group of senior managers are permitted to explore AI technology, while the broader staff is prohibited from incorporating AI into design work. The policy reflects a cautious approach, with leadership emphasizing the importance of human ingenuity in their products.

Chief Executive Kevin Rountree stated, “We do not permit the use of AI-generated material or AI tools in our design workflows, nor do we allow unauthorized AI use outside of Games Workshop, including in any of our competitions.”

He further explained the need to remain vigilant regarding data protection, security, and compliance, noting that AI and machine learning features are increasingly embedded in everyday devices, often without explicit consent.

While a handful of managers are allowed to investigate AI’s potential, Rountree remarked that enthusiasm for the technology remains limited within the company. He reaffirmed Games Workshop’s dedication to defending its intellectual property and honoring the contributions of its creative team.

This firm stance highlights the company’s commitment to preserving the unique artistry that defines its Warhammer miniatures. Games Workshop continues to produce the figures used in its popular tabletop games, relying on the talents of artists, writers, and sculptors.

AI-generated images and videos have faced criticism for their lack of authenticity and quality, often resulting in what critics call “AI slop” due to the strange visuals produced by such systems.

To further strengthen its creative output, Games Workshop plans to expand the Warhammer Studio by recruiting additional professionals in fields like art, writing, and sculpture.

Financial Performance and Expansion

In the six months leading up to November, Games Workshop reported a 15% increase in revenue, reaching £332 million. Pre-tax profits also climbed by £14 million to £141 million.

Executives attributed this growth to the steady release of new Warhammer miniatures and the company’s expanding global presence, with 575 stores now operating worldwide.

Despite this success, the company expressed caution regarding holiday sales, noting that December’s figures were only marginally higher than the previous year. Additionally, licensing revenue dropped by half to £16 million during the same period.

Media Ventures and Partnerships

Games Workshop has entered into a collaboration with MGM Studios, now owned by Amazon, to develop a television series featuring Henry Cavill. The company has also launched an animated anthology, Secret Level, on Prime Video, with a dedicated Warhammer Age of Sigmar episode currently in production.

The company reported a £6 million impact from tariffs imposed by Donald Trump’s administration, though this was balanced by price adjustments and cost-saving measures.

Looking Ahead: New Attractions and Market Success

Plans are underway for a new Warhammer World attraction near Washington, D.C., expected to open next year.

Games Workshop has emerged as a standout performer on the London stock exchange, joining the FTSE 100 in 2024 after capitalizing on the popularity of its fantasy games and profitable licensing agreements.