Sam : the Digital Assistant of the future

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Our chatbot Sam now answers your questions about Swisscom more naturally with the help of generative AI. Try out our digital support and chat with the new Sam..

Meet Sam

Sam has been Swisscom’s Digital Assistant since 2018 and provides 24/7 assistance for your queries. Sam uses artificial intelligence to understand your questions.

Since June 2024, Sam has also been using generative AI to generate answers to your questions independently. This should make the conversation feel more natural for you and also allow more questions to be answered. It uses technology similar to the now famous ChatGPT.

How to chat with Sam

  1. Click on the coloured speech bubble symbol at the bottom right of this page and start a chat with Sam. 
  2. Ask Sam any question, as if you were chatting to a person. Sam understands concise, simple questions best. . 
  3. The chatbot analyses your question and compiles the appropriate answer for you from its huge information database.
chat bubble icon

Sam’s limitations

Sam uses generative AI and is not all-knowing. The chatbot’s capabilities are limited. You may therefore receive imprecise or incomplete answers,or you may have to be transferred to a human advisor in order to resolve your issue.

Because they are automatically generated, some of Sam’s responses are unpredictable. We therefore cannot guarantee that they are accurate, complete or up to date. In addition, we do not support any type of inappropriate language.

Additional information about privacy and terms and conditions of use

Frequently Asked Questions

What is artificial intelligence (AI)?

The term artificial intelligence (AI) describes software with human-like capabilities. This means that AI can understand what we say and solve problems. Chatbots are therefore used to try to imitate human customer advisors, for instance.

Machine learning (ML) and deep learning are areas of AI. ML uses algorithms to learn from data and make predictions. Deep learning uses neural networks to do the same.

Swisscom Campus: AI guide

YouTube video about AI(opens in new tab)

What is generative AI?

Generative AI is another subcategory of AI. It generates new data from existing data using techniques like deep learning and reinforcement learning. OpenAI’s ChatGPT is an example of generative AI. The computer program combines AI with natural language processing (NLP). Further examples are image or music generators, such as DALL-E or AI Music Generator, which produce visual content or create sequences of musical notes.  

Sam uses a technology very similar to ChatGPT to process your question, find possible solutions from various data sources and generate a suitable answer for you from all this information. 

What is the difference between Sam and ChatGPT?

ChatGPT stands for ‘Chat Generative Pre-Trained Transformer’. At the core of the textbot is the GPT language model developed by
OpenAI and trained on huge volumes of data. The computer program can generate, complete and translate texts, from specialist articles and advertising slogans to poems and recipes.  

Although it uses similar technologies, Sam does not use ChatGPT itself. The chatbot accesses similar models from the GPT family to
obtain relevant information from different data sources, which it uses to generate an answer.  

What happens to the data that I give to Sam?

Sam is based on the OpenAI Large Language Model. The chatbot is therefore operated securely and reliably in the Microsoft Azure Cloud in Europe.  

Neither OpenAI nor Microsoft use your data to further develop the ChatGPT model. We only collect the data that is needed for the
chatbot service. We recommend that you do not share any personal information. If you do disclose any personal information, we will only use it for the stated purpose. 

How dangerous is generative AI?

Generative AI may be dangerous if it is used for malicious purposes, such as the creation of fake videos, images (deepfakes) or news (fake news). That is why it is important to be aware of potential risks and to critically appraise the content generated.

More on the dangers of AI

Legal information about Sam

Find out more about the data protection information and the terms and conditions of use for our chatbot Sam based on Microsoft Azure’s OpenAI Service (hereafter referred to as Sam).

Information on data protection

Swisscom’s Sam service uses Microsoft Azure’s OpenAI Service. This AI model is behind ChatGPT and is operated in Europe, unlike other models from the company OpenAI, which are operated in the US.

Neither OpenAI nor Microsoft can use your data in any way to further develop the publicly accessible ChatGPT model. There is therefore no risk of your data ending up in the training dataset used by OpenAI’s ChatGPT, as there is no technical or legal connection to OpenAI.

Swisscom only collects the data required to deliver the chatbot service. We recommend that you never enter any personal data, such as your name, your address, e-mail address or telephone number. If you do enter personal data, we will only use this for the purpose for which you have made the data available to us.

We continually update this information. Please check this page regularly to ensure that you are familiar with current data protection practices. Please also refer to our comprehensive privacy policy at www.swisscom.ch/en/residential/legal-information/privacy.html.

Alternatively, you can use the chatbot Sam without Microsoft Azure’s OpenAI Service. This data protection information and terms and conditions of use apply only to the chatbot Sam with Microsoft Azure’s OpenAI Service.

General information

The purpose of Sam is to enable Swisscom to test the usability of generative AI in a productive environment. Swisscom makes large amounts of information available online. Customers can search this information, interpret it themselves and use it to answer questions or resolve issues themselves. Our Digital Assistant Sam provides more intuitive help to do this: the AI searches for the appropriate information on our website, interprets it on the basis of the input or the query and uses it to formulate an appropriate answer.

Functionality

Sam provides information on topics which are found or generated by user input and the underlying algorithm. Swisscom can identify specific patterns in your chat history to improve Sam’s ability to answer your questions. This may include topics, preferences or interests that are derived from your chat history. We provide no guarantee of the specific functionality of Sam. Sam is still in the training phase and is being continuously improved.

Usage

Using Sam to harass, defame or violate third party rights is not permitted and infringements to these rules may be prosecuted. Any offensive or inappropriate language encountered does not reflect the opinion of Swisscom in any way.
Sam’s advice and recommendations are for guidance only and do not replace professional advice. We recommend that you check the answer on our website or by calling the hotline (tel. 0800 800 800) before you rely on it or base any decisions on it.

Restrictions

Customers use the chatbot Sam with Microsoft Azure’s OpenAI Service at their own risk. The information supplied by the chatbot is neither binding nor is the accuracy of this data guaranteed by Swisscom. The information Sam provides is based on data from Microsoft Azure’s OpenAI Service and may be out of date, incomplete or imprecise. In particular, Swisscom gives no guarantee that the information provided is up to date, correct or complete.

Swisscom expressly reserves the right to change, supplement or delete some or all of the services connected to Sam or to discontinue the services temporarily or permanently without prior notice. Swisscom provides no guarantee of the availability of Sam. Swisscom is not obliged to provide usage of the chatbot for a certain period of time. There is no entitlement to use the chatbot. Swisscom reserves the right to terminate the service at any time.

Liability

Swisscom (including its associated companies and representatives) assumes no liability in relation to the use of Sam or the non-availability of the same, including its results. Swisscom is not liable for any links generated, provided or made available in any other manner by Sam to the user.

Intellectual property

Sam is protected by intellectual property rights, including copyrights. Copying, modifying or distributing the chatbot without the permission of the rights holder is not permitted.

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