Hasbro Brands Forgo Generative AI Use

Hasbro CEO Chris Cocks announced on March 12, 2026, that the company's popular brands, *Magic: The Gathering* and *Dungeons & Dragons*, will not integrate generative artificial intelligence into their products or creative processes. This decision follows previous public backlashes from fanbases regarding the experimental use of AI in marketing and artwork for these brands.

Cocks, who previously expressed a belief in AI's "inevitable" integration into gaming in late 2024, stated that the audience and creators for these specific brands do not desire the technology's use. He characterized generative AI output as "garbage in, garbage out," emphasizing the importance of human inspiration in creative endeavors. Both *Dungeons & Dragons* and *Magic: The Gathering* already have established guidelines prohibiting generative AI use by their creatives.

The policy for *Dungeons & Dragons* was implemented after a 2023 controversy where AI-generated elements were found in artwork for the *Bigby Presents: Glory of the Giants* sourcebook, leading to a reprint with replacement art. *Magic: The Gathering* adopted similar guidelines later in 2023, though an incident involving AI elements in marketing art for the *Ravnica Remastered* set occurred shortly thereafter.