LEGO is embracing AI across its business, but the company says human creativity will remain at the heart of its toy design rather than being handed over entirely to machines.
Niels B. Christiansen, CEO of the LEGO Group, said the company will not produce a product made solely by AI and that human designers will remain responsible for the creative work. His comments came as LEGO reported record first-half results, with revenue rising 21 percent to 41.9 billion Danish kroner ($6.6 billion). The Danish toy company is drawing a clear distinction between using AI as a tool to support its work and allowing artificial intelligence to become the creator itself.
LEGO utilizes AI but humans remain central to toy design
Christiansen explained that LEGO is embracing AI in parts of its business, particularly for administrative and standardized tasks. He pointed to the production of LEGO building manuals as an example of work where AI tools can assist with standardized processes. The goal is to make designers more productive and free up more of their time for creative work. But the company does not intend to replace the human designer at the center of product creation. “You’re never going to have a product that’s only made by AI,” Christiansen remarked in an interview. “It will always be the designer who does the creative work.”
That distinction is becoming increasingly relevant as generative AI expands into areas such as images, video, advertising, and product concepts. For LEGO, artificial intelligence can serve as another tool in the creative process without becoming the creative decision-maker.
LEGO teaching children about AI
The company’s approach to artificial intelligence extends beyond its own operations. In January 2026, LEGO Education announced a new hands-on Computer Science & AI learning solution for K-8 classrooms. The program is designed to help students understand computer science and AI through collaborative, practical activities involving LEGO bricks, hardware, and digital tools.
The curriculum includes lessons on AI and data, allowing students to explore how computers can learn from data. LEGO Education describes the program as a way to develop AI literacy and help children understand, apply, and evaluate the technology. The approach creates an interesting contrast. LEGO is teaching children how to understand and work with AI while maintaining that AI itself should not take over the creative work behind LEGO products. The company emphasizes safe and responsible engagement with AI, with students encouraged to build, experiment, and create their own AI interactions.
A company growing while setting limits on its use of AI in LEGO toy design
LEGO’s position comes at a particularly strong moment for the company. The LEGO Group reported record revenue of 41.9 billion Danish kroner in the first half of 2026, up 21 percent from the same period a year earlier. Consumer sales increased 22 percent, while operating profit rose 22 percent to 10.9 billion kroner and net profit climbed 32 percent to 8.6 billion kroner. The company also launched more than 330 new products during the first six months of the year and gained market share globally.
That makes its approach to AI particularly notable. LEGO is not rejecting artificial intelligence because it is struggling to compete. Rather, it is a highly successful global company determining where the technology belongs within its business and where human creativity should remain central to LEGO toy design. The broader question is likely to become increasingly important as AI-generated concepts become more common across creative industries.
LEGO’s approach, for now, is relatively clear, aiming to utilize artificial intelligence as a tool where it can make people more productive, while keeping human creativity at the center of the products that children and adults ultimately build and play with. For a company whose basic idea is turning simple pieces into almost anything people can imagine, that may be an important distinction.
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