Hasbro’s CEO assures fans that AI won’t be involved in designing Magic and D&D.
Hasbro has been exploring the use of AI models for character-driven products like Peppa Pig and Optimus Prime, but CEO Chris Cocks has made it clear that AI will not play a role in Dungeons & Dragons or Magic: The Gathering.
In a recent chat with Nilay Patel on a podcast, Cocks reflected on his time as CEO since February 2022 and discussed the growing influence of AI in the company’s operations. He noted that Hasbro was caught off guard by the rapid success of K-Pop Demon Hunters when it launched in June 2025, leading to a shortage of toys and merchandise for the holiday season due to Netflix not licensing the IP in time. However, within two weeks, Hasbro managed to pitch fully developed products to Netflix, thanks to AI tools.
“Two years ago, that would’ve been impossible,” Cocks stated. “But now, with AI-enabled design tools, we can accomplish what used to take us months in just a few weeks, or even days.” Hasbro’s designers have trained various AI models using their own IP, and sometimes they even create specific character models to help vet ideas.
“For instance, we have Peppa Pig co-designing Peppa Pig products with us,” he explained. “Optimus Prime co-designs Transformers products with us.” Interestingly, Cocks mentioned that Optimus Prime and Megatron are among the DJs at Hasbro’s office in Pawtucket, RI, with Optimus being serious and insightful about music, while Megatron humorously critiques choices that aren’t thrash rock. It’s uncertain if they will also transition to Hasbro’s new location in Boston’s Seaport area later this year.
Cocks described the AI-driven creative process as “a bit of garbage in, garbage out,” where out of a thousand ideas, only one might shine. He emphasized that it’s the human touch that inspires and brings those good ideas to life.
When discussing his personal use of AI, Cocks revealed that he frequently utilizes it for his own projects. “I don’t apply it to our products, but I use it all the time for personal passion projects, especially for Dungeons & Dragons, which I run for three or four groups,” he shared. “The amount of AI-generated animation, images, text, sound effects, and voice cloning on my PC is astonishing.”
Regarding AI experimentation at Hasbro, Cocks mentioned that all design teams have access to a range of AI tools, but this process is distinctly separate from Wizards of the Coast. “Some brands simply don’t want it,” he noted, “so we don’t incorporate it into our video games or for Magic: The Gathering or D&D.”
Recently, some players have expressed concerns about the art quality in new Universes Beyond Magic sets, like Avatar: The Last Airbender and Teenage Mutant Ninja Turtles, speculating that AI might be involved. However, according to Cocks, neither Magic nor D&D has ever utilized AI, and he plans to keep it that way.
