Ubisoft has announced a new addition to Ubisoft Club, its somewhat nebulous layer of cross-game friction. The new addition is called Sam, and it's a personal gaming assistant.
Sam has two elements, by the looks of it. It provides personalised tips for you based on your profile - on loading up a game it might point you towards things you haven't yet tried in it - and it also exists as a chatbot, accessed via your smartphone.
You really need to watch the video to get an idea for it.
The idea of having a Ubisoft bot with me at all times is horrifying.