Hasbro CEO Reiterates That AI Isn't Used to Make D&D Because of the Game's Audience and Creators

While Hasbro CEO Chris Cocks is a big fan of AI, he reiterated in a recent interview that the technology is not used to make Dungeons & Dragons and Magic: The Gathering. Recently, Cocks sat down with the Verge to discuss Hasbro's business and in particular how the company uses AI. While Cocks gave several examples of how AI is integrated within the company (it has a Peppa Pig AI provide feedback on Peppa Pig toys, for instance), he stated that not every facet of the company currently uses AI. "From a creative context, I think you have to think about it very carefully," Cocks said. "There are some brands that the audience, the creators, just don’t want it, so we don’t even have it in our pipelines for our video games or for Magic: The Gathering, or D&D. For things like toys where we’re basing it on existing IP, or like a long legacy of ideas, we are able to use it and use it pretty effectively."

The Dungeons & Dragons brand has strongly come out against AI, specifically when it comes to creative work. The brand currently bans the use of AI-generated artwork in its games and has repeatedly talked about how the game is made for people by people. However, Cocks has talked about his personal use of AI in his home D&D games and has strongly suggested integrating that technology into Dungeons & Dragons somehow.

Cocks previously bragged about how AI has been integrated into Hasbro's workflow, and the Verge interview talks about how AI has supplemented the business, mentioning that AI has been used to ideate toy ideas and simulate focus groups and play test labs. While Cocks sees AI as a way to "level up" the work of creatives as opposed to replacing them, he also admits that he's been wrong about technology disrupting the toy business before, specifically mentioning NFTs as an area that he got wrong in the past.

The interview also briefly mentioned the upcoming video game Dungeons & Dragons: Warlock, with Cocks noting that that game will be released in the "later part" of 2027.

 

[Umbran]

"If you didn't bother to write it, why should I bother to read it," applies in creative works.

 

[Umbran]

Maybe I'm reading too much but it sounds like he pointing to the troublesome consumer and saying there's nothing he can do when the stockholder come at him for more and more AI.

Given that, as consumers, we do seem to make ourselves troublesome when the company makes moves we don't like, that'd be a fair statement.

 

[Whizbang Dustyboots]

At some point after AI has done all the damage it could have done and the youngest Gen Z realizes they are getting old, I'm betting the pendulum will swing the other way for a faux nostalgia over a time they didn't fully participate in.

I think there's already a premium put on handmade stuff. Look at how products sell on Kickstarter and DriveThruRPG. AI products don't not sell, but they typically don't do as well as comparable products that are loud and proud about being 100% human made. I would expect that to accelerate.

And I don't think this is a blip: A bespoke suit made for you by a tailor costs vastly more than a nice one that comes from a factory and people are thrilled to pay the difference (if they're able to) for the handmade stuff instead.

 

[Reynard]

Most of what I have read suggests that GenAlpha shares essentially none of GenZ's concerns about AI. This is a temporary situation. There is a whole generation being raised on GenAI and they love it.

 

[Umbran]

Find the problem you want to solve first, then determine which technology works best at solving it for your customers. Don't ever say, "This is cool tech, where can I wedge it in?"

I want to follow up with an example, to make the point.

Where I work, there's a top-down drive for AI tools. No mandate, but company leadership is trying to get workers to adopt tools, for some reason.

So, there's a team developing tools for internal use. And, in a recent session in which they presented their offerings, they said, in effect, "One of our goals is to save you 15 minutes a day."

And first thing came to my mind is that this was tone deaf. Why? Because, as the pandemic let up, they experimented with returning to the office. And many of us found that we are spending time commuting into the office... to have the same online meetings we were having at home. There are benefits to going into an office, but they require you actually having in-person, face-to-face meetings.

So, if they actually wanted to save me time, and save money, they'd ask, "Hey, how could we save you time," and we could answer, "Well, you could save me six hours a week just by not making me come into the office," and realize that savings nigh instantly, with no implementation costs, and an increase in employee satisfaction to boot!

If you are not asking the users what their problems are, their wants, or needs, you will miss your best opportunities.

 

[Umbran]

Most of what I have read suggests that GenAlpha shares essentially none of GenZ's concerns about AI. This is a temporary situation. There is a whole generation being raised on GenAI and they love it.

Yes, but kids also love the idea of cake for breakfast. Doesn't mean it is good for them, or that their elders should let them have it regularly.

 

[Reynard]

Yes, but kids also love the idea of cake for breakfast. Doesn't mean it is good for them.

And when they are 18, they can buy and eat all the cake they want. And while it may not be "cake" it is garbage and LOTS of people live that way.

I know people hate the idea of GenAI tripe replacing human made tripe, but it is coming. Look at the romance novel industry -- AI is running rampant and people are still buying those books.

 

[Jefe Bergenstein]

There is a zero percent chance that some sort of AI tool will not be integrated into Beyond in the relatively near future. It won't be something that obviates the need to buy books/product, but it could be something like a session note taking app, or a Backstory Generator, or something similar.

Maybe they can use AI to write code that allows for basic houserule items, like a longsword that deals 2d8 damage or something that adds spellcasting modifier to damage, since the humans running DDB have been unable to do so.

DDB draws in millions and sucks so much.

 

[doctorbadwolf]

SO they use it in toys because there is no one vocal about it. Sculptors used to be the ones that developed the toy ideas. Beware. Soon the community is going to relax on AI, there are already signs of it, and AI will be incorporated fully into D&D. Especially with the younger crowd growing with AI in their schooling. I haven't been to an education conference yet where they don't show you how to use AI in the classroom. These kids are not going to have the abhorrence Gen Z does for AI. I'm not that worried about AI in D&D, myself I can take it or leave it, but I speculate the bulwark against AI is going to lose.

Its already being accepted on a large scale.

The kids despise the ai tools being shoved at them in school. at least every kid under teen years in my social/family circles.

 

[LuisCarlos17f]

Yes, playing with only VirtualPCs sounds very sad althought for someones is a better option when you can meet with nobody in the real life. Let's imagine the geek who lives in a little town and he is the one D&D fanboy, he can't find friends to play with.

Others would play with VPCs because her true goal is to write a replay webnovel or earning money as virtual actual-play streamer.

With a right AI a battle of Total War: Warhammer could become a cinematography scene with dialogues.