Side, a veteran services provider formerly known as PTW, has entered into a six‑month memorandum of understanding (MOU) with Denmark‑based artificial‑intelligence specialist Modl.ai. The agreement sets the stage for a joint effort to build an AI‑driven quality‑assurance (QA) platform that blends the strengths of both companies.
Modl.ai, although relatively new to the gaming sector, was founded in 2018 and secured $1.7 million in seed capital two years later. Side, by contrast, brings decades of experience delivering services across a range of industries.
According to Martin McBride, Side’s chief commercial officer, the partnership “effectively brings together the best of what Side has and the best of what Modl.ai has into a unique solution.” He adds that creating an AI‑enhanced QA offering has long been described as a “holy grail” for the games industry, and that the two firms now believe they have found a viable path forward. Earlier AI‑based QA tools – including Modl.ai’s own first‑generation product – required developers to hand over complete builds or even source code so that the system could run integration‑level tests. That approach introduced considerable friction, as developers were forced to expose internal assets and maintain complex SDKs and plugins. Christoffer Holmgard, Modl.ai’s founder, acknowledges that this model “became difficult over time.” The new solution eliminates the need for any internal access.
Holmgard explains that the product is treated exactly as a human tester would receive it: the game is installed on a device that mirrors the end‑user’s hardware, the AI runs the title, watches the screen, simulates key inputs, and records every observable event. A second AI layer then analyses the generated data, flags potential bugs, and escalates them to a human reviewer for final validation.
The process begins with what Modl.ai calls “building game knowledge.” Developers upload assets, design documents, screenshots, and other relevant files, and then converse with the AI in natural language to teach it the fundamentals of the title. “All of this is in natural language,” Holmgard notes.
“We just chat with the system about our game, but we’re also adding images or design docs.” Once the AI has a baseline understanding, developers specify the testing objectives. These can range from traditional test cases to novel scenarios that are deliberately crafted to leverage the AI’s strengths. Holmgard stresses that human expertise is still required at this stage to phrase prompts effectively and guide the AI toward the desired outcomes.
During a test run, the system produces a comprehensive bug report that includes textual descriptions, short video clips (referred to as “evidence”), and full log data. This package 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 persistent challenges in game QA is distinguishing a genuine defect from an intentional feature. According to Holmgard, ongoing feedback from human testers helps the AI learn these nuances.
“Prompting, pre‑built game knowledge, and continuous tester feedback all combine to tune the system over time,” he says. Side envisions a future where QA personnel evolve into AI engineers. By moving staff up the value chain, the company hopes to create higher‑paying roles, open new career trajectories, and potentially repatriate jobs that have migrated to low‑cost regions.
McBride explains, “Instead of a linear path from tester to senior tester, our people can become AI engineers, earning more and contributing at a higher strategic level.” This shift, he argues, could also bring jobs back to countries that have previously lost them due to price pressures. The AI tool is also designed to make existing QA careers more rewarding. Repetitive, low‑skill tasks such as smoke testing for each new build can be offloaded to the system, freeing human testers to focus on strategic analysis and creative problem‑solving. “When we automate the boring stuff, our staff can think more strategically and grow their careers,” McBride adds.
Benedikte Mikkelsen, Modl.ai’s chief product officer, echoes this sentiment: “There are very tedious tests that testers repeat over and over. An AI can handle those flows, allowing humans to concentrate on assessing gameplay or conducting more inventive testing.” Both leaders are clear that AI will not replace QA workers but will augment them. McBride points out that testing costs remain low in certain regions, making a complete AI takeover impractical.
Instead, the technology serves as a toolset that enhances productivity and extends the longevity of QA professionals’ careers. He describes AI as a “sliding scale” – a spectrum where human involvement is always present.
“That’s our ethos: there will always be a human in the loop,” he says. When asked about the types of games the solution currently supports, Oliver Deslandes, Side’s chief operating officer, admits that the system 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 longer‑term goal. Deslandes emphasizes that early adopters need to be willing to embark on a pilot journey, as the technology is still maturing.
In summary, the Side‑Modl.ai partnership aims to create a hybrid AI‑human QA workflow that reduces repetitive work, improves bug detection accuracy, and opens up new, higher‑value roles for QA staff. By combining Side’s service‑industry expertise with Modl.ai’s cutting‑edge AI capabilities, the two companies hope to set a new standard for quality assurance in the gaming sector, while keeping humans at the heart of the process.