SAM (Smart Artificial Mind) is an avatar based on a state-of-the-art generative artificial intelligence language model, to answer STEP visitors' questions in real time, thanks to voice recognition, on the topics of digital transformation, technologies and their impact on society. The knowledge base created for SAM includes the research provided by the Institutional Partners Osservatori Digital Innovation of POLIMI School of Management of the Politecnico di Milano and Istituto Italiano di Tecnologia (IIT), materials from the other STEP Partners, and Fastweb's technological knowledge base. We entirely built the concept, the character design and the interaction model with the public, working as a team with STEP FuturAbility District, Fastweb's developers and Clonwerk.