Ubisoft's Sam is a chat bot and personal gaming assistant.
Ubisoft's Sam is a chat bot and personal gaming assistant.
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Ubisoft’s Sam chat bot surpasses 1.6 million users and 10 million questions answered in a year

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

A year ago, French video game publisher Ubisoft launched a chat bot named Sam to keep players engaged with games connected to their Ubisoft Club accounts. Responding to voice commands or text messages, Sam answered questioned related to games, talking about everything from the definition of insanity in Far Cry 3 to whether you could pet cats in Assassin’s Creed: Origins.

And after a year, Sam has more than 1.6 million users and it has answered more than 10 million questions. It is now answering more than 25,000 questions a day, but about 35 percent of the conversations with Sam are mostly about small talk. That’s what I hear from Charles Huteau, the Barcelona-based creative director on Sam.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.