Side, a seasoned 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‑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 capital two years later. While the startup has already experimented with AI‑driven QA tools, earlier versions required developers to hand over full game builds or even source code so the system could run its analyses.
That "integration‑based" approach, which relied on plugins and SDKs, proved cumbersome and created friction for developers, according to 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 a consumer," Holmgard explains.
"You load it onto a device that is either identical to, or very similar to, the target hardware. Our system then plays the game, watches the screen, simulates key actions, records everything that happens, and passes that data to a second AI layer that flags potential bugs. That layer then escalates the findings to a human reviewer who decides whether any action is required." The process begins with what Modl.ai calls "building game knowledge." Developers upload assets—artwork, design documents, even snippets of code—and converse with the AI in plain language. "All interaction is natural‑language based," Holmgard says.
"You can chat about the game, attach images, feed design docs, and the AI gradually constructs an understanding of the title." Once the AI has a baseline comprehension, developers specify the testing scope. This can range from classic, scripted test cases to novel scenarios that are particularly suited to AI interpretation. "Human expertise is still crucial at this stage," Holmgard notes. "You need to craft prompts and guide the AI so it performs the right actions." During a test run—referred to by Modl.ai as a "session"—the system generates comprehensive bug reports.
These include textual descriptions, short video clips that serve as evidence, and full log data. The package is then handed to a seasoned QA specialist who reviews the findings and determines the appropriate next steps for the production pipeline.
One of the perennial challenges in game QA is distinguishing a genuine defect from an intentional feature. Holmgard says that feedback loops from human testers help the AI learn these nuances. "Prompt engineering, pre‑built game knowledge, and ongoing tester feedback all contribute to fine‑tuning the model. Over time it becomes better at telling a bug from a design choice." Side envisions a future where QA professionals evolve into AI engineers.
By equipping staff with AI‑centric tools, the company hopes to shift the workforce up the value chain, creating higher‑paying, more strategic roles. "Instead of a career path that ends at senior tester, our people can become AI engineers," says Martin McBride, Side’s chief commercial officer. "That not only raises salaries but also opens the possibility of bringing jobs back to regions that lost them due to low‑cost labor pressures." McBride adds that AI should make QA work more rewarding, not replace humans. Repetitive smoke tests and routine verifications consume a large portion of a tester’s day, limiting their ability to think strategically.
"Our AI handles those mundane tasks, freeing testers to focus on analysis, creative testing, and higher‑order problem solving," he explains. Benedikte Mikkelsen, Modl.ai’s chief product officer, echoes this sentiment: "Tedious, repeatable flows are perfect for automation. That lets humans concentrate on assessing gameplay and exploring innovative testing methods." Both executives stress that AI will never fully supplant QA talent because price differentials in certain regions keep manual testing economically viable. However, by providing sophisticated AI toolkits, Side can extend careers, retain talent longer, and elevate the overall quality of the testing process.
"Our philosophy is a sliding scale of AI involvement," McBride says. "There will always be a human in the loop—that’s our ethos.
The tool amplifies human capability, reduces error, and lifts the entire operation to a higher standard." Regarding applicability, Side’s chief operating officer Oliver Deslandes notes that the current iteration works best with 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. "We’re targeting clients willing to embark on this journey with us," Deslandes remarks.
"Some will demand immediate cost savings, others will be interested in the long‑term strategic advantage. It’s a pilot phase, and we’ll learn together where the technology can go." In summary, the Side‑Modl.ai partnership aims to combine Side’s QA expertise with Modl.ai’s AI platform to create a hybrid workflow where machines handle the grunt work and humans provide the critical judgment.
The collaboration seeks to reduce repetitive testing burdens, improve bug detection accuracy, and open new career pathways for QA professionals, all while maintaining the essential human oversight that ensures quality in the ever‑evolving gaming landscape.