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.

 

[Charlaquin]

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.

The hope is that we will be able to get some regulations established on this stuff before the Alphas grow up.

 

[Jared Rascher]

I am floored that they think they can simulate a focus group with AI. First off, its easy to screw up a focus group with selection biases, but how can you even think you're getting something analogous to a human being's perspective? It sounds more like something to satisfy your need to say that you opinion is obviously right, and to tell investors that you're not spending money on focus groups but you're doing something "just as good." I'm also really curious to see how the people working on Marvel Legends, Star Wars Black Series, G.I. Joe, and Transformers feel about that blanket "all over the place" comment.

 

[John Lloyd1]

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.

I can't understand the value of a backstory generator. I sometimes imagine LLM AI as a version of the electric monk from the the Dirk Gentry series. But instead of watching the video we have recorded on our VCR for us, it expands our thoughts into large documents that it then summarises for us because we don't want to read large documents.

 

[Gradine]

Worth pointing out too the part where he talks about how "separating the art from the artist" means you can sign a deal that will pump millions and millions into active hate groups as long as it also makes your own business a boatload of money too

 

[Charlaquin]

Worth pointing out too the part where he talks about how "separating the art from the artist" means you can sign a deal that will pump millions and millions into active hate groups as long as it also makes your own business a boatload of money too

Gross. Was he asked specifically about the Harry Potter deal or something?

 

[mamba]

Gross. Was he asked specifically about the Harry Potter deal or something?

kinda

"Q: This is why I’m asking about Harry Potter specifically. I know what a Michael Bay movie is, because Michael Bay made those movies, he’s the author of those movies, and I think Michael Bay’s entire worldview is explosions. I know what his politics are, and it’s like, “Stuff should blow up more.” J.K. Rowling has very loud politics that are turning off a lot of younger consumers. Her transphobia is turning off a lot of younger consumers; this is why I’m talking about fandoms coming to an end.
I can see in the feedback we get when we write about Harry Potter, with younger people saying, “Why would I support this fandom? Why would I support this IP?” And maybe she should just shut up, and it would be fine, and it would become the power center that it is.

A: For me, it’s separating the art from the artist and going to what the core fans want. And I’m not going to get into the politics around it other than to say we very strongly support diversity and inclusion inside of Hasbro, we’re very proud of it. We’re very proud of the diversity of viewpoints and backgrounds that we have in our employee base. I think Harry Potter is a wonderful franchise. I think it’s done a great job of bringing joy to the world, and I’m looking forward to being part of that, just like I am with all the other brands we support."

Not sure how they are separating the art from the artist with Harry Potter, I assume JK Rowling still gets some money, even if the AI were to generate the latest Potter product


"I think going back to that acronym, GEM Squared: gamified, entertainment-driven, multipurchase, and multi-generational." Make him shut up, please... can't Hasbro employees use normal words? I had the same issue with an interview with some WotC employees recently, he is worse though

 

[Charlaquin]

kinda

"Q: This is why I’m asking about Harry Potter specifically. I know what a Michael Bay movie is, because Michael Bay made those movies, he’s the author of those movies, and I think Michael Bay’s entire worldview is explosions. I know what his politics are, and it’s like, “Stuff should blow up more.” J.K. Rowling has very loud politics that are turning off a lot of younger consumers. Her transphobia is turning off a lot of younger consumers; this is why I’m talking about fandoms coming to an end.
I can see in the feedback we get when we write about Harry Potter, with younger people saying, “Why would I support this fandom? Why would I support this IP?” And maybe she should just shut up, and it would be fine, and it would become the power center that it is.

A: For me, it’s separating the art from the artist and going to what the core fans want. And I’m not going to get into the politics around it other than to say we very strongly support diversity and inclusion inside of Hasbro, we’re very proud of it. We’re very proud of the diversity of viewpoints and backgrounds that we have in our employee base. I think Harry Potter is a wonderful franchise. I think it’s done a great job of bringing joy to the world, and I’m looking forward to being part of that, just like I am with all the other brands we support."

Not sure how they are separating the art from the artist with Harry Potter, I assume JK Rowling still gets some money, even if the AI were to generate the latest Potter product


"I think going back to that acronym, GEM Squared: gamified, entertainment-driven, multipurchase, and multi-generational." Make him shut up, please... can't Hasbro employees use normal words? I had the same issue with an interview with some WotC employees recently, he is worse though

Transphobia turning off her younger consumers? I’m from the first generation to get hooked on Harry Potter, started reading it even before the original Warner Bros marketing deal, before there was a single piece of merchandise. Most of the energy around HP boycotts is from people my age. It’s truly baffling how out of touch these people are.

 

[MichaelSomething]

Make him shut up, please... can't Hasbro employees use normal words? I had the same issue with an interview with some WotC employees recently, he is worse ththough

If you're looking for a TTRPG publisher who uses normal words, consider EnPublishing! The very same person who heads the greatest TTRPG forum in the world also produces TTRPG products you can buy right now!

 

[Whizbang Dustyboots]

Transphobia turning off her younger consumers? I’m from the first generation to get hooked on Harry Potter, started reading it even before the original Warner Bros marketing deal, before there was a single piece of merchandise. Most of the energy around HP boycotts is from people my age. It’s truly baffling how out of touch these people are.

I think that's something he's more comfortable claiming about a franchise they have probably paid a gazillion dollars to license than the truth, which is that Gen Z and Gen Alpha view Harry Potter as millennial cringe.

They also happen to be anti-TERF in large numbers, but they don't even get that far in the discussion, because they're too busy snickering at their English teacher being proud of being a Hufflepuff.

 

[Reynard]

The hope is that we will be able to get some regulations established on this stuff before the Alphas grow up.

You can't control that. Nor should you. Every generation decides what is "cool." Just because you hate GenAI doesn't mean GenAlpha is wrong for embracing it.

This idea that there is a fundamental, objective "right" regarding AI generated content is old man BS. The world is rapidly changing. We all remember the discomfort of blogs overtaking traditional journalism in our information ecosystem. People really desperately need to stop pretending that their comfort zone is somehow "right." It's weakness.