Much like the Adeptus Mechanicus, one might joke that Games Workshop sees artificial intelligence as a sin against the Omnissiah.

Jokes aside, while there are plenty of decisions Games Workshop has made over the years that I strongly disagree with, this isn’t one of them.

During the announcement of the company’s latest financial results, AKA DA BIG BOSS Kevin Rountree, the CEO, addressed the topic of AI directly. He confirmed that Games Workshop staff are barred from using AI to produce any creative work, though he acknowledged that a small number of senior managers are currently experimenting with the technology.

He went on to say:

“We do have a few senior managers that are experts on AI; none are that excited about it yet. We have agreed an internal policy to guide us all, which is currently very cautious — for example, we do not allow AI-generated content or AI to be used in our design processes or its unauthorised use outside of GW, including in any of our competitions.
We also have to monitor and protect ourselves from a data compliance, security, and governance perspective, as AI or machine-learning engines increasingly seem to be automatically included on our phones or laptops whether we like it or not.

We are allowing those few senior managers to continue to be inquisitive about the technology. At the same time, we remain strongly committed to protecting our intellectual property and respecting our human creators. During the period reported, we continued to invest in our Warhammer Studio — hiring more creatives across multiple disciplines, from concept art and writing to sculpting. Talented and passionate individuals are what make Warhammer the rich, evocative IP that our hobbyists — and we — love.”

The fact that anyone within the company is still experimenting with AI gives me pause. However, taken as a whole, this policy feels like a net positive — especially given how much collectors invest, financially and emotionally, in these miniatures.

At a time when many companies are racing to replace creative labour with automation, Games Workshop choosing to protect human creators is not just refreshing — it’s reassuring.