Side, a seasoned services provider, has entered into a six‑month memorandum of understanding with Danish artificial‑intelligence specialist Modl.ai to co‑develop an AI‑driven quality‑assurance platform. The partnership blends Side’s deep experience in the services sector—formerly operating under the PTW brand—with Modl.ai’s newer, game‑focused AI expertise. Modl.ai, founded in 2018, secured $1.7 million in seed financing two years after its inception and has since been exploring ways to embed machine learning into the testing of video‑games. Martin McBride, Side’s chief commercial officer, explains that the MOU “effectively merges the strongest assets of both companies into a single, differentiated solution.” He adds that the gaming industry has long chased a “holy‑grail” capability: using AI to amplify QA efforts without sacrificing accuracy.
“No one has cracked it yet,” McBride says, “but we believe we have a viable approach.” Earlier AI‑based QA tools, including Modl.ai’s first generation, required developers to ship entire builds—or even source code—to the testing vendor. Those solutions relied on deep integration via plugins and SDKs, creating friction and, as founder Christoffer Holmgard notes, becoming “cumbersome over time.” The new system eliminates the need for any internal access. Instead, developers hand over the finished product just as they would to a human tester or eventual consumer. The game runs on a device that mirrors the target platform, while Modl.ai’s AI watches the screen, mimics key inputs, logs every interaction, and then passes the resulting data to a second AI layer that flags anomalies, escalates potential bugs, and prompts a human reviewer for final judgment.
The first phase of the workflow is what Modl.ai calls “building game knowledge.” Developers upload assets—artwork, design documents, even video clips—and converse with the AI in natural language. “We simply chat with the system about our game, feeding it images and documentation,” Holmgard explains. This dialogue helps the AI construct a contextual model of the title’s mechanics, aesthetics, and narrative. Once the AI has a baseline understanding, the development team defines the testing scope.
Test cases can range from traditional scripted scenarios to novel challenges that are deliberately crafted to exploit the AI’s strengths. “Human expertise is still required to shape prompts and guide the AI agent so it performs the right actions,” Holmgard says, underscoring the collaborative nature of the process. During a test run, the system generates comprehensive bug reports.
These include textual descriptions, short video snippets that serve as evidence, and full log files. The output is handed to a seasoned QA specialist, who reviews the findings and decides how to act on them within the broader production pipeline. One of the trickier aspects of automated testing is distinguishing a genuine defect from an intentional feature.
Holmgard notes that continual feedback from human testers refines the AI’s judgment. Over time, the model learns to recognize the subtle nuances of game design, reducing false positives and improving overall accuracy.
Side envisions a future where QA professionals evolve into AI engineers. By upskilling staff, the company hopes to shift jobs up the value chain, offering higher wages and new career trajectories. “Instead of a linear path from junior tester to senior tester, our people can become AI engineers,” McBride says.
This shift could also reverse the off‑shoring trend that has seen QA roles migrate to lower‑cost regions. “When we elevate the work, we can bring it back to markets that have lost these jobs,” he adds.
The AI tool also promises a more rewarding experience for testers by automating repetitive, monotonous tasks. “Every new build requires smoke tests and countless verification steps that bog down analysts,” McBride explains. “By automating those, our staff can focus on strategic analysis, creative testing, and deeper gameplay evaluation.” Benedikte Mikkelsen, Modl.ai’s chief product officer, echoes this sentiment, emphasizing that AI frees humans from “tedious flows” so they can concentrate on higher‑order assessments such as gameplay feel and innovative test design.
Both leaders stress that AI is not a replacement for human QA but a catalyst for professional growth. McBride points out that testing costs remain low in certain regions, making a full AI takeover economically unfeasible. However, providing advanced tools enables employees to extend their careers and add value beyond rote testing. “There will always be a place for people in the loop,” he asserts, describing AI as a “sliding scale” where human oversight remains essential.
When asked about the types of games the solution currently supports, COO Oliver Deslandes notes 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 present greater challenges and will be addressed in later development phases.
Deslandes stresses that early adopters should be willing to experiment and accept a learning curve. “It’s a journey,” he says. “Partners who pilot the system now will see how the technology matures and where it can be applied next.”