Hasbro CEO Draws a Line on AI in Video Game Development

March 12, 2026 - 20:40

In a recent statement, Hasbro CEO Chris Cocks clarified the company's stance on the use of generative artificial intelligence, drawing a distinct boundary between its toy and video game divisions. While Hasbro is actively employing AI tools trained on its intellectual property for product design and development in its toy business, Cocks emphasized a different philosophy for digital entertainment.

The executive explicitly stated that the company has no plans to integrate generative AI into the creation of its video games. This decision stems from a commitment to preserving what Cocks described as "the human element" in game development. He expressed a firm belief that the creative spark, nuanced storytelling, and intricate design that define memorable gaming experiences are inherently human endeavors.

This stance places Hasbro in an interesting position within the rapidly evolving entertainment industry, where many companies are racing to adopt AI for various production tasks. By publicly committing to human-driven development for its gaming portfolio, which includes major franchises, the company is making a clear value statement. It underscores a prioritization of traditional artistic craftsmanship and developer-led innovation over potential efficiencies offered by automated content generation, betting that players will appreciate the distinction.