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Games Workshop has banned its employees from using AI in its content or design, as the fantasy games specialist seeks to protect the intellectual property that has propelled it into the FTSE 100.
The organization, which makes games and miniatures based on the tabletop fantasy Warhammer, said Tuesday it was taking a “very cautious” approach to the technology and had internal policies restricting its use.
CEO Kevin Rountree said he’s not an expert in artificial intelligence, but added, “We have some experts in artificial intelligence, but no one is that excited about it yet.”
In addition to prohibiting AI-generated content, Games Workshop’s policy also does not allow unauthorized use of content outside of the company, including in contests.
Some senior managers will continue to be allowed to test the technology. Meanwhile, the company announced that it hired more staff in creative roles in the first half of the financial year, including art, writing and sculpture.
“We maintain a strong commitment to protecting intellectual property and respecting our human creators,” Rountree said.
Games Workshop has become one of the London Stock Exchange’s success stories in recent years, joining the FTSE 100 just over a year ago, more than 30 years after its debut.
The company was one of the best performers in the blue-chip index last year, with its share price rising nearly 50% and valued at more than £6bn on the promise of huge profits.
Shares fell 3% on Tuesday after half-year results showed customers remained cautious over the Christmas period.
The group manufactures and sells fantasy collectibles, and enthusiasts frequently spend money on new figures whenever the game is updated.
Sales for the six months to 30 November rose by £32.6m to £332.1m compared to the same period in 2024, and pre-tax profits rose by £14m to £140.8m.
However, Games Workshop suggested that Christmas trading was lackluster, with December core sales “slightly higher” than the comparable period.
Revenue from licenses, which allow companies such as Sega and Amazon to make Warhammer-themed TV and video games, almost halved to £16m. The group relies on partners to distribute content.
The group also announced that US tariffs accounted for half of its expected annual profit of £12m. However, the company said the shortfall was offset by efficiency gains and price increases.
The company has a distribution center in Memphis and stores in most U.S. states. The company plans to open a Warhammer World-style store in North America next year.
