Ubisoft's Sam is a virtual assistant meant solely for gamers

Apple has Siri, Amazon has Alexa, and now, Ubisoft has Sam. It's a virtual assistant geared specifically toward gaming, and Ubisoft has started to weave a beta version of the service into its Ubisoft Club companion app... well, for Canadian gamers, anyway. Ubisoft is clearly treating Sam as a test balloon of sorts, meant to gather data and gauge people's reactions to the idea of a game-fluent concierge. After a brief demo, though, it seems pretty clear that not everyone will find Sam useful in the short term. You can engage it in idle chitchat and ask it general knowledge questions, but Sam is at its best when you ask it about (what else?) Ubisoft games.