Hasbro CEO says AI won’t be used in Magic: The Gathering or Dungeons & Dragons

Hasbro CEO Chris Cocks said AI tools will not be used to design Dungeons & Dragons or Magic: The Gathering. He acknowledged the company uses AI elsewhere and that designers have trained models of in-house characters to act as co-designers. "So we have Peppa Pig co-design Peppa Pig products with us," he said.

"Optimus Prime co-designs Optimus Prime Transformers products with us." Cocks described how AI-enabled design tools let Hasbro move much faster. After KPop Demon Hunters became a surprise hit in June 2025, the company was able to pitch full-featured products to Netflix within two weeks — a process he said would have taken months before.

"Two years ago, that would’ve been impossible," he said, adding companies can now do in "two or three weeks, sometimes, two or three days" what used to take "two or three months." Still, he drew a clear line around Wizards of the Coast. He said all Hasbro design teams have access to AI, but that workflow remains far removed from Magic and D&D.

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