Ubisoft launched an AI chatbot called Sam in 2018 through its Ubisoft Club mobile app, allowing players to type or speak questions about Ubisoft games and receive personalized answers, gameplay tips, and links to walkthroughs. Sam analyzed individual player stats and sent personalized notifications when players logged into supported games. The current status of Sam is unknown following the transition to the successor platform Ubisoft Connect.

Sam was built using Google Cloud's Dialogflow platform, a natural language processing service that interprets spoken or typed questions and generates appropriate responses. The system was trained on over 400,000 questions in its first six months and expanded to cover more than 2,000 conversation topics. Sam was designed to feel personal: it tracked individual playtime, game progress, and community rank, and could proactively push tips when a player logged into a supported game for the first time in a day. Ubisoft named the assistant after Sam Fisher, the protagonist of the Splinter Cell franchise. The Ubisoft Club app, within which Sam was embedded, was later absorbed into Ubisoft Connect; no official documentation confirms whether Sam continues to operate within that successor platform.