So far, the only person Games Workshop has shown interest in AI has been the controversial Golden Demon winner. He used generative AI to create backgrounds for his works, then labeled critics for the crime of wanting hand-painted objects in painting competitions as “virgins.” Golden Demon changed its rules to ban the use of generative AI from that point on, but the company's internal position on the technology was unknown until now.
Games Workshop CEO Kevin Rountree outlined the company's perspective in its first financial earnings call for 2026. [experts on AI]: No one is excited about that yet,” he tells investors. “We have agreed on internal policies to guide us all and we are very cautious at the moment. We do not permit unauthorized use of AI-generated content or AI outside of GW, including in the design process or in competitions.”
It's notable that Rountree specifies the contest even though the Golden Demon rules have already been changed to ban AI. I don't think I can ask ChatGPT to create a listing for the Las Vegas Open anymore. This would not have given you a higher chance of winning. Rountree also doesn't completely rule out leveraging AI in the future. He is, after all, the CEO of a FTSE 500 company recruiting investors, but he also stands behind the creatives at Games Workshop.
Games Workshop has banned AI from Warhammer 40K's design process out of respect for its “talented” creators.
Games Workshop does not permit the use of AI in the design process or online competitions.
“We allow a small number of senior managers to continue exploring technology,” he continues. “We also agreed to maintain our strong commitment to protecting intellectual property and respecting human creators. During the reported period, we have continued to invest in Warhammer Studios, hiring more creators across a variety of disciplines, from concept and art to writing and sculpting. Talented and passionate individuals make Warhammer the rich, evocative IP that our enthusiasts and we all love.”
This all looks great. It's fun to criticize multinational corporations, but it's also important to applaud them for making the right decisions. Games Workshop has clearly read Warhammer 40k's history and doesn't want to risk the terrible intelligence of the Men of Iron who are holding power within the company.
Or maybe you just don't want to risk your IP being diluted, eroded, or both by the planet-destroying plagiarism machine. Banning AI is undoubtedly a good thing. But if Games Workshop truly wants to respect human creators, there's still a long way to go.
Who is the artist behind Warhammer?
Games Workshop has a huge problem with taking credit for their creations. What started as a reactionary 'OnlyHands' policy grew into a much broader issue, as several members of the video team left to start their own YouTube channels.
Last year, the Warhammer Community Blog published an article titled ‘Warhammer Age of Art: Space Marines’. The book contains 17 iconic images of the Adeptus Astartes, written by an “amazing artist.” Any amazing artists out there, Kevin? What are their names? Who are the creators you claim to admire so much? There were articles like this for every faction of the 40,000.
Of course, the person who wrote the blog post was not credited either. No one at Games Workshop has said anything about Owlcat Games' hit RPG Rogue Trader, despite the developer being open about its collaboration with the IP owner. People who create artwork or write rules and lore for the codex are not credited beyond a brief content page. Whose work is in the book? I can't say.
If Warhammer 40k Dark Heresy is to become Owlcat's biggest success yet, it needs one thing: a steamy trailer.
With Warhammer 40k Rogue Trader achieving cult classic status, the Dark Heresy could find mainstream appeal in Baldur's Gate 3 by spring.
On a basic ethical level, this sucks. Artists create value for the company, so you should pay them dues. But Games Workshop is a company built on the shoulders of artists. Where would Warhammer be without the work of John Blanche, Karl Kopinski, Adrian Smith and hundreds of others? Over Games Workshop's 50-year history, countless artists have graced the pages of books and magazines, and dozens more are worthy of their Hall of Fame.
On the shoulders of titans
I am not special in that I am personally inspired by the work of John Blanche. From his incredible cover art to White Dwarf's ruthlessly imaginative Blanchitsu columns, whenever I'm lacking inspiration for Dark Mechanicus, I look back on his work. But who will be the next John Blanche? Even if there are Grimdark painters creating iconic works of art for generations to come, we can't say because Games Workshop won't reveal their names for fear of them pursuing careers outside the company.
For example, if you want to see more work from the guy who did the cover art for the latest Ad Mech Codex, I don't know where to start. Google AI says it's the work of Karl Kopinski, but I'm pretty sure that's wrong because I know both the algorithm and Kopinski's style. Further investigation showed that it was the work of Lewis Jones. But I don't have to let my inner Eisenhorn go down the Internet rabbit hole to find out who created a particularly moving and inspiring piece of art that was presented to me through a means by a major corporation directly to me.
What's really interesting is that Warhammer is a game for artists. Yes. Anyone who draws little toy soldiers is an artist. A work of art is created with each thick layer of Nuln oil. As Warhammer fans and artists, we want to know who is illustrating our codexes, writing our stories, sculpting our miniatures, and making the games we really love. Warhammer 40k wasn't made by a faceless corporation. It is the result of the combined efforts of dozens, if not hundreds, of creators, iterating on previous work.
This might seem like a huge tangent from Games Workshop saying they won't use AI. When thousands of other creative companies are embracing the Torment Nexus, it's objectively good policy. However, the hypocritical sentiment that the company 'wants to be respected' is unfortunate. [its] The Creator of Man.” If they really did, their name would be shouted from the rooftops of the tallest spiers in every hive city and they would be given the praise they deserve for creating the cultural behemoth that Warhammer is today.
