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 develop an AI‑driven quality‑assurance (QA) platform that blends Side’s deep testing expertise with Modl.ai’s cutting‑edge machine‑learning capabilities. 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 firm has already experimented with AI‑enabled QA tools, earlier versions required developers to hand over full game builds or even source code, creating friction and limiting scalability. According to Modl.ai founder Christoffer Holmgard, that “integration‑based” approach proved cumbersome and eventually untenable. The new solution abandons the need for any internal code access. "We treat the product exactly as you would hand it to a QA tester or eventually to the consumer," Holmgard explains.
"You load it onto a device that mirrors the target platform, and our system runs the game, watches the screen, simulates key actions, and records everything that happens. A second AI layer then analyses that data, flags potential bugs, and escalates them to a human reviewer for final validation." The workflow begins with what Modl.ai calls "building game knowledge." Developers upload assets, design documents, screenshots, or even short video clips, and converse with the AI in natural language to teach it the fundamentals of the title. "All interaction is conversational," Holmgard notes. "You can chat about mechanics, share images, or feed in design specs, and the AI builds a contextual model of the game." Once the AI has a baseline understanding, the development team defines the test objectives.
These can range from traditional test cases—such as verifying UI elements or level loading—to novel scenarios specifically 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 "run" (Modl.ai’s term for a testing session), the system generates comprehensive bug reports.
Each report includes textual descriptions, short video snippets that serve as evidence, and full log data. These artefacts are handed over to a senior QA specialist, who reviews the findings and decides the appropriate next steps for the production pipeline. One of the persistent challenges in automated testing is distinguishing a genuine defect from an intentional feature. Holmgard points out that ongoing feedback from human testers helps the AI refine its judgment.
"Prompt engineering, pre‑built game knowledge, and iterative feedback all combine to teach the model what constitutes a bug versus a design choice," he says. Over time, the AI becomes more attuned to the subtleties of a particular game’s design language.
Side envisions this collaboration reshaping the career trajectory of its QA workforce. Chief Commercial Officer Martin McBride explains that, rather than remaining confined to repetitive test execution, staff can evolve into AI engineers who design prompts, interpret AI outputs, and fine‑tune models. "When our people move up the value chain, they earn higher salaries, gain new skill sets, and we can even bring jobs back to regions where low‑cost testing was previously outsourced," he adds.
McBride also highlights the impact on job satisfaction. By automating monotonous smoke tests and routine verifications, testers are freed to focus on strategic analysis, creative exploration of gameplay, and higher‑order problem solving.
"The tool reduces the burden of repetitive work, allowing our team to think more strategically and grow their careers," he says. Benedikte Mikkelsen, Modl.ai’s Chief Product Officer, echoes this sentiment: "Many current tests are tedious and require the same human actions over and over. AI can take over those loops, letting people concentrate on assessing game feel, balance, and innovative testing approaches—this is the real value proposition." Both leaders are careful to stress that AI will not replace QA professionals. McBride notes that in regions where testing costs are extremely low, a complete AI takeover is neither feasible nor desirable.
Instead, AI acts as an accelerator, enhancing human capability and extending career longevity. "There will always be a place for skilled testers; the price point of manual testing in some markets is too low to eliminate entirely," he says. "Our tools empower people to move up, not out." Side’s philosophy treats AI as a "sliding scale"—a spectrum where the proportion of automation can be adjusted while ensuring a human remains in the decision loop. "That’s our ethos," McBride affirms.
"The technology lets us capture the best of AI—speed, consistency, error reduction—while preserving human judgment where it matters most." When asked about the types of games the platform currently supports, COO Oliver Deslandes is candid: the system excels with simpler titles such as puzzles, card games, or other experiences featuring repeatable mechanics and modest visual complexity. "Fast‑paced 3D open‑world or fighting games are still a ways off," he admits.
"We’re focusing on projects that match the technology’s sweet spot while we continue to refine the model." Deslandes adds that early adopters will likely be partners willing to experiment in pilot programs, accepting that the technology is evolving. "It’s a journey," he says.
"Clients who join us now will see how the AI matures and where it can deliver the most value." In summary, the Side‑Modl.ai partnership aims to create a hybrid QA ecosystem where artificial intelligence handles the grunt work, human experts provide strategic insight, and together they deliver faster, more reliable game testing. The collaboration promises not only technical benefits—reduced bugs, quicker release cycles—but also a reimagined career path for QA professionals, positioning them as AI‑savvy engineers who can command higher compensation and broader opportunities across the global gaming industry.