Warhammer Creator Prefers to Keep AI Out of Its Creative Process for Now

As excitement around AI continues to build, Games Workshop, the company behind Warhammer, is taking a more cautious stance on the technology for the time being. CEO Kevin Rountree addressed the topic, revealing that the company has prohibited the use of AI in its content creation and design processes, although a handful of senior managers are starting to explore it. “We do have a few senior managers that are [experts on AI]: none are that excited about it yet. We have agreed on an internal policy to guide us all, which is currently very cautious. For instance, we do not allow AI-generated content or AI to be used in our design processes or its unauthorized use outside of GW, including in any of our competitions,” Rountree stated during a financial results meeting. He also emphasized the need to safeguard against data compliance, security, and governance issues, noting that AI and machine learning tools seem to be integrated into our devices whether we want them to be or not. Instead of leaning into AI, Games Workshop plans to invest in hiring more creative talent across various departments to develop new content for its franchises, including Warhammer 40,000 and Age of Sigmar. The company is well-known for its Warhammer 40K Codex books, which feature a wealth of illustrations in a distinctive grimdark style, and any suggestion of generative AI often faces backlash from the community. For instance, Displate had to clarify last year that several of its officially licensed Warhammer 40K products were not created using generative AI after fans raised concerns. Meanwhile, other companies are embracing AI, particularly in the gaming sector. Publishers like EA and Krafton are making significant shifts toward AI, while renowned developers such as Hideo Kojima and Glen Schofield see potential in using AI to enhance game development. Although spending on AI is projected to hit $500 billion by 2026, some analysts warn that the AI bubble may be on the verge of bursting, especially as it consumes valuable natural resources and drives up prices for essential hardware like graphics cards and RAM.