Side, a seasoned services provider formerly known as PTW, has entered into a six‑month memorandum of understanding with Denmark‑based artificial‑intelligence specialist Modl.ai. The agreement sets the stage for a joint effort to build an AI‑powered quality‑assurance (QA) platform that blends Side’s deep industry experience with Modl.ai’s cutting‑edge technology.
Modl.ai, a relatively new player in the gaming sector, was founded in 2018 and secured $1.7 million in seed financing two years later. According to Martin McBride, Side’s chief commercial officer, the partnership "effectively combines the best of Side’s capabilities with the most advanced AI tools Modl.ai has developed, creating a unique solution for the games industry." He adds that the industry’s "holy grail" has long been a reliable AI‑enhanced QA system, and Side believes the collaboration finally delivers that promise. Earlier AI‑driven QA approaches, including Modl.ai’s first‑generation offering, required developers to hand over full game builds or even source code so the AI could analyze the product.
This "integration‑based" model relied on plugins and SDKs, creating friction for developers and proving cumbersome over time, as noted by Modl.ai founder Christoffer Holmgard. The new solution, however, eliminates the need for any internal access.
"We treat the product exactly as you would hand it to a QA tester or eventually to the consumer," Holmgard explains. "The game runs on a device that mirrors the end‑user environment, our system watches the screen, simulates key actions, gathers a comprehensive data set, and then passes that information to a second AI that flags potential bugs and escalates them for human review." The first phase of the workflow involves constructing what Modl.ai calls "game knowledge." Developers upload assets, design documents, screenshots, and other relevant materials, then converse with the AI in natural language to teach it about the game's mechanics, narrative, and visual style. "All of this is done through plain conversation," Holmgard says. "We can add images, design docs, or any other reference material to help the AI build a robust understanding of the title." Once the AI has a solid grasp of the game, developers define the testing objectives.
These can range from conventional test cases—such as checking menu navigation or level loading—to more exploratory scenarios that are specifically crafted to leverage the AI’s strengths. "Human expertise is still crucial at this stage," Holmgard notes.
"You need to shape the prompts and guide the AI so it performs the right actions and focuses on the most relevant aspects of the game." During a test run, the system records everything: textual logs, video snippets that serve as evidence, and detailed telemetry. After the session concludes, the AI compiles a bug report that includes all gathered artifacts.
These reports are then handed to a human QA specialist, who reviews the findings and decides the next steps for the production pipeline. "We receive the text, the video evidence, and the full log data," Holmgard says.
"A seasoned QA professional evaluates the information and determines whether each item is a genuine defect, a feature, or something that can be ignored." Distinguishing bugs from intentional features remains a nuanced challenge for AI. Holmgard emphasizes that continuous feedback from human testers refines the system’s judgment over time.
"Prompt engineering, the pre‑built game knowledge, and iterative feedback all contribute to the AI’s learning curve," he explains. "When testers label an issue as a bug—or not—a pattern emerges, allowing the AI to become increasingly attuned to the subtleties of game design." Side envisions a broader shift in the QA workforce as AI takes over repetitive tasks. McBride predicts that QA personnel will evolve into "AI engineers," moving up the value chain and gaining access to higher‑paying, more strategic roles.
This transition could also reverse the offshoring trend that has driven QA jobs away from higher‑cost regions. "By elevating our staff, we can bring talent back to countries where it previously disappeared due to price pressures," he says. "People can progress from junior tester to senior tester, and eventually to AI engineer, opening new career pathways and increasing earnings." Beyond cost considerations, the partnership aims to make QA careers more fulfilling.
McBride points out that the AI tool automates tedious smoke tests and repetitive verifications that consume valuable tester time. "When the AI handles the grunt work, our testers can focus on strategic analysis, creative exploration, and deeper gameplay assessment," he explains.
This shift not only reduces human error but also enhances job satisfaction and professional growth. Benedikte Mikkelsen, Modl.ai’s chief product officer, echoes this sentiment: "Many current tests are monotonous and can be automated. Freeing testers from repetitive flows lets them concentrate on higher‑order tasks like evaluating gameplay feel or conducting inventive test scenarios. That’s the core value proposition of AI in QA." Both leaders stress that AI will not replace QA staff but will augment them.
McBride notes that testing costs remain low in certain regions, making a full AI takeover impractical at present. However, by equipping QA teams with AI‑enhanced tools, Side can extend careers, retain talent, and improve overall quality.
"Our philosophy is a sliding scale—AI assists, but a human is always in the loop," he asserts. "The tool reduces tedious work and minimizes mistakes, allowing us to raise the overall standard of QA." When asked about the types of games the solution currently supports, COO Oliver Deslandes admits that the technology is best suited for simpler titles—puzzle games, card games, and other experiences with repeatable mechanics. Fast‑paced 3D open‑world or fighting games remain a future target, as the system needs more refinement to handle rapid, complex interactions. "We’re focusing on projects that align with the current capabilities of the AI, and we’re looking for partners willing to pilot the technology and grow with us," Deslandes says.
In summary, the Side‑Modl.ai collaboration marks a significant step toward integrating artificial intelligence into game quality assurance while preserving the essential role of human expertise. By automating routine testing, providing richer data for analysis, and creating pathways for QA professionals to become AI engineers, the partnership aims to boost efficiency, reduce errors, and ultimately deliver higher‑quality gaming experiences. The journey is just beginning, but early pilots suggest a promising future for AI‑enhanced QA in the gaming industry.