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‑enhanced 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 capital two years later. According to Side’s chief commercial officer, Martin McBride, the partnership "effectively merges the strongest assets of both companies into a unique solution." He adds that creating an AI‑driven QA system has long been described as a "holy grail" for the games industry, and that Side believes it may finally have a viable answer. Earlier AI‑based QA tools, including earlier versions from Modl.ai, required developers to hand over entire game builds or even source code so the testing system could integrate via plugins and SDKs.
This approach introduced considerable friction and, as Modl.ai founder Christoffer Holmgard notes, became increasingly unwieldy over time. The new solution eliminates the need for any internal access.
Instead, developers provide the product exactly as they would to a human tester—or ultimately to a consumer—install it on a comparable device, and let the AI run the game while watching the screen, simulating inputs, and recording every observable event. The captured data is then fed to a second AI layer that analyses the session, flags potential bugs, and escalates them to a human reviewer for validation. Holmgard describes the first phase as "building game knowledge": developers upload assets, design documents, screenshots, or any other relevant material and converse with the AI in plain language. The system absorbs this information, creating a contextual understanding of the title.
Once the AI has a grasp of the game, developers specify the testing objectives. These can range from classic test cases to novel scenarios that are particularly suited to AI‑driven exploration. Holmgard stresses that human expertise is still required to craft effective prompts and guide the AI toward the desired outcomes. After a test run—referred to by Modl.ai as a "session"—the system produces a comprehensive bug report that includes textual descriptions, short video clips as evidence, and full log files.
These artifacts are handed to a seasoned QA specialist who decides how to act on each finding. One of the persistent challenges for AI in gaming is distinguishing a genuine defect from an intentional feature.
Holmgard explains that the system learns from both the initial prompting and the accumulated "game knowledge," but it also improves over time through feedback from human testers. When a QA analyst marks a report as "bug" or "not a bug" and provides reasoning, the AI incorporates that insight, gradually refining its judgment. Side envisions a future where traditional QA roles evolve into AI‑engineering positions. By upskilling staff, the company hopes to move jobs up the value chain, offering higher salaries and new career pathways.
McBride notes that this shift could even bring jobs back to regions that have lost QA work due to cost pressures, because higher‑skill AI roles are less susceptible to offshore price competition. According to McBride, AI will also make QA careers more rewarding. Repetitive, low‑level tests—such as smoke tests for each new build—can be automated, freeing testers to focus on strategic analysis, design assessment, and creative problem‑solving.
"The tool reduces the burden of repetitive tests, allowing our people to think more strategically and grow their careers," he says. Modl.ai’s chief product officer, Benedikte Mikkelsen, echoes this sentiment, emphasizing that many current tests are tedious and do not require human intuition.
By delegating those to AI, testers can concentrate on higher‑order tasks like evaluating gameplay feel and conducting exploratory testing, which adds genuine value. Both leaders are clear that AI will not replace QA professionals.
McBride stresses that the price point for manual testing in certain low‑cost regions remains too low to eliminate human involvement entirely. Instead, AI serves as a toolset that elevates workers, extending their tenure and broadening their skill set. He describes AI as a "sliding scale"—a spectrum where the proportion of automation can be adjusted, but a human will always remain in the loop.
"That’s our ethos," he affirms. When asked about the types of games the system can currently handle, Side’s chief operating officer, Oliver Deslandes, admits 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 are still beyond the immediate scope and will require further development.
Deslandes stresses that early adopters should be willing to collaborate on pilots, as the technology is still maturing. In summary, the Side‑Modl.ai partnership aims to create a hybrid QA workflow where AI handles the heavy lifting of data collection and initial bug detection, while seasoned humans provide the critical judgment and contextual understanding that only experience can deliver. By blending automation with human oversight, the collaboration aspires to raise the quality of game releases, enhance tester satisfaction, and open up new, higher‑value roles within the QA ecosystem.