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.

“We are really happy with that because they are chatting with Sam as if they were chatting with a friend,” Huteau said. “We are out of the gadget zone, where after a few months…

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