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.

 

[Olgar Shiverstone]

Methinks the CEO doth protest too much.

I trust him about as far as I can teleport him.

 

[Mournblade94]

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.

But in your example the Elders are feeding them lots of cake for breakfast. So much cake is becoming the normal and common breakfast food.

And the bakers? They are tricking the elders into thinking cake actually improves nutrition. And if thats not enough well... that breakfast takes a half hour to make.

You just have to unwrap this cake and its ready with full (or replaceable) nutrition!

 

[Reynard]

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.

Young peoples use of AI chatbot "friends" is already a major issue that is having serious ramifications for mental health and socialization. We should not let kids replace human contact with AI.

 

[Umbran]

I know people hate the idea of GenAI tripe replacing human made tripe, but it is coming.

That's not actually what I hate, but...

Look at the romance novel industry -- AI is running rampant and people are still buying those books.

Sorry, but since you are the one asserting this as evidence, no. You show us about the romance novel industry. If you have data, present it. If you don't, do not tell us we should go look for it for you.

 

[Planescape]

Oh he definitely wants to though.

 

[mamba]

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!

are they paying you for the commute? I see how not commuting is better for you and saves you money, but the AI project is about saving the company money

 

[Reynard]

Sorry, but since you are the one asserting this as evidence, no. You show us about the romance novel industry. If you have data, present it. If you don't, do not tell us we should go look for it for you.

It was not an order. It was an example. You are absolutely free to not believe me, but this isn't hidden information.
https://www.nytimes.com/2026/02/08/business/ai-claude-romance-books.html

My point was that people consume a lot of "popcorn" entertainment already, and they won't stop doing so when it is mostly made by GenAI.

 

[MichaelSomething]

AI could be a great boon for niche playstyles. Instead of complaining that WOTC is ignoring them, they can simply ask their AI buddy to support whatever playstyle they want.

"Grok, take this Radiant Citadel adventure and replace the coziness with a pulp/heavy metal/OSR/etc feeling."

 

[doctorbadwolf]

AI could be a great boon for niche playstyles. Instead of complaining that WOTC is ignoring them, they can simply ask their AI buddy to support whatever playstyle they want.

"Grok, take this Radiant Citadel adventure and replace the coziness with a pulp/heavy metal/OSR/etc feeling."

Or they can do that themselves, find communities, collaborate, ya know...do what humans do.

 

[Sword of Spirit]

...and simulate focus groups and play test labs.

My first thought is that this is an extraordinarily bad idea.

"But the AI focus groups loved it!" - Someone's attempted defense right before getting fired because customers hated a new product.

My second thought is curiosity about how well AI actually would be able to predict custumer responses. Seems like it would be fairly easy to test out by comparing your results with one directly to the other.

My third thought is how this sort of technology could actually be used responsibly to prevent wasted time, money, and goodwill on things where AI can accurately tell execs, "people don't want this", when the execs are less qualified to make those decisions.

My fourth thought is, even if the third thought does pan out, someone will probably figure out how to use it for bad ends to manipulate customers and do that instead.