Games Workshop Bans AI in Warhammer Design to Defend Human Creativity
Games Workshop has banned staff from using artificial intelligence in their design process to protect the human creativity that made its Warhammer figures so successful. As it posted record half-year sales, up nearly 11 per cent to £332.1 million, chief executive Kevin Rowntree admitted he was ‘not an expert’ on AI and added: ‘We do have a few senior managers who are – none are that excited about it yet.’ He said: ‘We do not allow AI-generated content or AI to be used in our design processes.’ He praised the ‘talented and passionate individuals that make Warhammer the rich, evocative intellectual property that our hobbyists and we all love’. Rowntree added: ‘We will be maintaining a strong commitment to respect our human creators.’ Games Workshop posted an 11 per cent increase in profit to £140.8 million, despite a £6 million hit from Donald Trump’s tariffs. AI ban: Games Workshop has shunned the use of artificial intelligence-generated content and stood by its '[human creators' Price rises of around 3.5% on its miniatures and books helped mitigate the impact of the increased trade costs, it said. A report on behalf of Games Workshop's management said the firm was "delighted that the Warhammer hobby continues to spread globally" with its products selling from independent retailers around the world. Sales increased online and in stores over the first half of its financial year, with it trading from 575 stores around the world, including 134 in the UK. Meanwhile, it hailed the upcoming launch of a new Warhammer World in the US which is set to open in 2027, following in the footsteps of the Nottingham venue which features a gaming hall, exhibition centre, store and restaurant. However, the company said it could not give a release date for an upcoming film adaptation, having granted Amazon exclusive TV and film rights to its hit franchise Warhammer 40,000. Former Superman actor Henry Cavill first announced his involvement in the creation of a live action film more than three years ago. Games Workshop said: "It is the nature of these things to take several years, and while we wish we could tie down a release the way we can with our core business, the reality is that, as with any licensing deal, delivery is not in our control." Affiliate links: If you take out a product This is Money may earn a commission. These deals are chosen by our editorial team, as we think they are worth highlighting. This does not affect our editorial independence.
In This Article:
The AI ban explained in practice No AI in design processes
Games Workshop has shunned the use of artificial intelligence-generated content and stood by its '[human creators' in its design work. The firm states, “We do not allow AI-generated content or AI to be used in our design processes,” and adds, “We will be maintaining a strong commitment to respect our human creators.” The message underscores a stance that human creators are central to Warhammer’s identity and profitability.
Strong half-year results despite tariffs Profit and sales rise
Sales rose nearly 11 per cent to £332.1 million in the first half of the financial year, with profit up 11 per cent to £140.8 million, despite a £6 million hit from Donald Trump’s tariffs. Price rises of around 3.5% on its miniatures and books helped mitigate the impact. A report on behalf of Games Workshop's management said the firm was 'delighted that the Warhammer hobby continues to spread globally' with its products selling from independent retailers around the world. Sales also increased online and in stores, with the company trading from 575 stores around the world, including 134 in the UK.
Global expansion and a new Warhammer World in the United States
The company hailed the upcoming launch of a new Warhammer World in the United States, which is set to open in 2027, following in the footsteps of the Nottingham venue that features a gaming hall, exhibition centre, store and restaurant. Other highlights include its global reach, trading from 575 stores around the world, including 134 in the UK.
Film rights and licensing The release date remains uncertain
However, the company said it could not give a release date for an upcoming film adaptation, having granted Amazon exclusive TV and film rights to its hit franchise Warhammer 40,000. Former Superman actor Henry Cavill first announced his involvement in the creation of a live action film more than three years ago. Games Workshop said: "It is the nature of these things to take several years, and while we wish we could tie down a release the way we can with our core business, the reality is that, as with any licensing deal, delivery is not in our control."
Affiliate disclosure and context
Affiliate links: If you take out a product This is Money may earn a commission. These deals are chosen by our editorial team, as we think they are worth highlighting. This does not affect our editorial independence.
