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Building "SAM" the First AI Chatbot for Players

Charles Huteau (Creative Director, Ubisoft Barcelona)

Location: Room 2006, West Hall

Date: Friday, March 22

Time: 10:00am - 11:00am

Pass Type: All Access, GDC Conference + Summits, GDC Conference - Get your pass now!

Topic: Design

Format: Session

Vault Recording: Video

Audience Level: All

When a small team inside the Ubisoft Club online service decided to create a prototype for an AI chatbot dedicated to video games, they didn't imagine the adventure they just started. This talk explores the 9 months of development of the first Personal Gaming Assistant: "SAM", from the early prototype to the worldwide release of the BETA version and the collaboration with game teams like 'Rainbow 6: Siege' and 'Assassin's Creed: Odyssey'. The talk will focus on key lessons from the development team and the discoveries that were made from building an AI "for gamers, by gamers", which is radically different from traditional home assistants like Siri or Amazon's Alexa. It will also explore the future of the project and how an "open-dev" philosophy brings community and users at the center of major development decisions.


This presentation will share findings from several studies and tests focused on gaming-related uses of companion apps and mobile phones. It will also share key findings pertaining to the development of an AI chatbot, concepts of knowledge domain vs. depth, and the chain of design and technology decisions the Ubiosoft Club dev team made while creating the SAM gaming assistant chatbot. This will be outlined through the Club's collaboration with other teams such as those working on 'Rainbow Six: Siege', and 'Assassins' Creed: Odyssey'. The presentation will also go over how the adoption of a community-driven open-development philosophy, fueled by both direct and indirect user input, influences a product's development roadmap.

Intended Audience

This presentation is open to everyone interested in AI, chatbot, NLP technology, and open-development product strategies. No specific technical knowledge is required.