The owner of Warhammer has banned staff from using artificial intelligence (AI) to design its miniature action figures in an effort to boost creativity.
Games Workshop, the owner of the tabletop wargame, said it had a “very cautious” internal policy that prohibits the use of the technology by all but a select group of senior managers.
Kevin Rountree, the chief executive of the FTSE 100 business, said: “We do not allow AI-generated content or AI to be used in our design processes or its unauthorised use outside Games Workshop including in any of our competitions.
“We also have to monitor and protect ourselves from a data compliance, security and governance perspective, the AI or machine learning engines seem to be automatically included on our phones or laptops whether we like it or not.”
The games chief said the company was allowing a small number of managers to be “inquisitive” about AI, but insisted that “none are that excited about it yet”.
He added: “We have also agreed we will be maintaining a strong commitment to protect our intellectual property and respect our human creators.”
Games Workshop’s hardline stance on AI underscores efforts by the miniatures manufacturer to protect the human creativity behind its intellectual property. The company makes figures that are used in Warhammer games.
AI has been criticised for producing low quality and inauthentic pictures and videos, dubbed “AI slop” because of the bizarre imagery the technology creates.
Games Workshop said it planned to boost Warhammer Studio, which produces the company’s content, by hiring more people in disciplines such as art, writing and sculpting.
The company reported a 15pc rise in revenues to £332m in the six months to the end of November. Pre-tax profit rose by £14m to £141m.
Bosses said the sales growth was driven by the weekly release of new Warhammer miniatures, as well as geographic expansion. The retailer now has 575 stores worldwide.
However, Games Workshop struck a cautious tone over Christmas trading, saying sales in December were only “slightly ahead” of last year.
It also warned of a challenging period for licencing, with these revenues halving over the period to £16m.
Games Workshop has announced a partnership with Amazon-owned MGM Studios and a TV series starring Henry Cavill is currently in development.
The company has already released an animated anthology series called Secret Level, which is set in the worlds of different video games, on Prime Video. A standalone Warhammer Age of Sigmar episode is currently being developed.
Games Workshop also said it had taken a £6m hit from Donald Trump’s tariffs, though it said this had been offset by price rises and cost savings.
The company has outlined plans for a new Warhammer World US attraction just outside Washington, which is expected to open next year.
Games Workshop has been a rare success story for the London stock market, catapulting into the FTSE 100 in 2024 after cashing in on strong demand for its fantasy games and lucrative licensing deals.