Games Workshop (GW) has explicitly banned the use of generative AI in its products and official competitions, reinforcing a cautious approach toward emerging technologies despite recent revenue growth.
The company reported half-yearly revenue of £332.1 million ($445.9 million USD), up from £299.5 million ($402.1 million USD) in the same period last year. This financial improvement comes alongside a deliberate policy against AI adoption, which the CEO describes as 'very cautious.'
While some senior managers are permitted to investigate AI, none have shown strong enthusiasm for its integration into GW's operations. The company has instead focused on expanding its creative teams, hiring more artists, writers, and sculptors rather than relying on automated tools.
A notable aspect of GW's stance is its frustration with the pervasive inclusion of AI in consumer devices, reflecting a broader industry trend that the company does not endorse. This position mirrors the in-game treatment of AI in Warhammer 40,000, where it is depicted as 'Abominable Intelligence,' a concept rejected by the Imperium's tech-priests.
The company's Golden Demon painting competitions, a long-standing tradition, have also enforced strict rules against AI-generated content. This follows an incident in 2024 when a winner was found to have used AI-assisted artwork, leading to immediate restrictions on its use in future entries.
