Games Workshop CEO Kevin Rountree has outlined the company’s position on artificial intelligence, making it clear that the Warhammer creator is in no rush to adopt AI tools and doesn’t allow their use.
Rountree addressed the topic in the company’s half-annual earnings report on January 13, describing AI as a “very broad” area and admitting he is not an expert on the technology.
He said that while a small number of senior managers at Games Workshop are knowledgeable about the technology, none of them are “that excited about it yet.”
Games Workshop rules out AI in Warhammer design
According to Rountree, Games Workshop has already agreed on an internal policy that takes a cautious approach to AI.
That includes a clear ban on AI-generated content and the use of AI within the company’s design processes, as well as restrictions on unauthorised AI use outside of the company, including in any Games Workshop-run competitions.
“We have agreed an internal policy to guide us all, which is currently very cautious, e.g. we do not allow AI-generated content or AI to be used in our design process or its unauthorised use outside of Games Workshop, including in any of our competitions.”
He also highlighted concerns beyond creativity, pointing to data compliance, security, and governance as areas the company needed to monitor, and that, “whether we like it or not,” AI tools were increasingly being integrated into phones, laptops, and other devices automatically.
While the company is not embracing AI, Rountree said a small group of senior managers is being allowed to remain inquisitive about the technology. At the same time, he stressed that there remains “strong commitment to protect our intellectual property and respect our human creator.”
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