Side, a seasoned services provider formerly known as PTW, has entered into a six‑month memorandum of understanding with Denmark‑based artificial‑intelligence company Modl.ai. The agreement sets the stage for a joint effort to build a next‑generation, AI‑enhanced quality‑assurance (QA) platform aimed at the gaming industry.
While Side brings decades of experience in delivering testing and support services, Modl.ai contributes cutting‑edge machine‑learning expertise that it has been developing since its 2018 launch and subsequent $1.7 million seed round. Martin McBride, Side’s chief commercial officer, describes the partnership as a marriage of complementary strengths.
“We are combining the best of Side’s deep QA heritage with Modl.ai’s innovative AI capabilities to create a unique solution for the games sector,” he explains. “The industry has long been searching for a ‘holy‑grail’ AI tool that can genuinely augment QA, and we believe we are close to delivering it.” Historically, AI‑assisted QA tools required developers to hand over complete game builds, source code, or even integrate proprietary plugins and SDKs. This approach, which Modl.ai previously employed, proved cumbersome and created friction for development teams. Co‑founder Christoffer Holmgard notes that the new system eliminates the need for any internal code access.
“We treat the product exactly as you would hand it to a QA tester or ultimately to a consumer,” he says. “The game runs on a device that mirrors the end‑user environment, our AI watches the screen, simulates inputs, records every interaction, and then passes the data to a second AI layer that flags potential bugs. A human reviewer then decides whether each issue warrants action.” The process begins with what Modl.ai calls “building game knowledge.” Developers upload assets, design documents, screenshots, and other relevant materials, then converse with the AI in plain language. This natural‑language interaction helps the system form a contextual understanding of the game’s mechanics, narrative, and visual style.
Once this foundation is laid, developers specify the testing objectives—ranging from traditional test cases to novel scenarios that play to the strengths of the AI. Human expertise remains essential during this stage.
“You need skilled QA professionals to craft the right prompts and guide the AI’s behavior,” Holmgard emphasizes. “The AI can only do what we ask it to do, and that requires a nuanced understanding of both the game and the testing language.” When a test run—referred to by Modl.ai as a “session”—concludes, the system automatically generates a comprehensive bug report. The report includes textual descriptions, short video clips that serve as evidence, and detailed log files.
These artifacts are then handed to a senior QA specialist, who reviews the findings, validates true defects, and determines the next steps in the production pipeline. One of the persistent challenges in automated testing is distinguishing between a genuine bug and an intentional feature.
Holmgard explains that continuous feedback from human testers helps the AI refine its judgment. “Over time, as testers label reports as ‘bug,’ ‘not a bug,’ or ‘expected behavior,’ the model learns those distinctions and becomes more accurate.” Side envisions a broader impact on the workforce.
By equipping QA staff with AI tools, the company hopes to elevate them from routine testing roles to “AI engineers” who design prompts, interpret data, and oversee the AI’s performance. McBride believes this shift can raise salaries, create new career pathways, and even bring jobs back to regions where low‑cost testing has previously been outsourced. "When our people move up the value chain, we can re‑establish QA functions in markets that have lost them due to price pressures," he says. The partnership also aims to make QA careers more fulfilling.
Repetitive smoke tests and verification steps often dominate a tester’s day, leaving little room for strategic thinking. By automating these monotonous tasks, AI frees testers to focus on higher‑level analysis, gameplay evaluation, and creative testing approaches.
"Our tool reduces the burden of repetitive work, allowing our staff to think strategically and grow professionally," McBride notes. Benedikte Mikkelsen, Modl.ai’s chief product officer, echoes this sentiment: "Many current tests are tedious and can be run by a machine without losing quality. This frees human testers to concentrate on assessing gameplay, exploring edge cases, and performing more inventive testing, which is where real value lies." Despite the optimism, both companies stress that AI will not replace human QA workers.
The price of manual testing in certain low‑cost regions remains so low that a complete AI takeover is neither feasible nor desirable. Instead, AI serves as a force multiplier, enabling testers to handle more complex tasks and extend their careers. "There will always be a human in the loop—that’s our ethos," McBride asserts. "The AI handles the grunt work and reduces human error, allowing us to deliver higher‑quality results." Regarding the types of games the solution currently supports, Oliver Deslandes, Side’s chief operating officer, 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 present a greater challenge and are slated for future development. "We are targeting clients willing to embark on this journey with us," Deslandes says.
"Some will demand immediate cost savings, while others are interested in long‑term innovation. It’s a collaborative pilot process that will shape the roadmap for more complex titles." In summary, the Side‑Modl.ai collaboration seeks to blend human expertise with AI efficiency, creating a QA ecosystem where repetitive testing is automated, human testers evolve into AI‑focused engineers, and the overall quality of game releases improves. The six‑month MOU marks the first step in a longer journey toward scalable, intelligent quality assurance that respects both technological possibilities and the indispensable role of skilled professionals.