LIV Golf Unveils “Fan Caddie” AI Agent Powered by Salesforce Agentforce 360

LIV Golf and Salesforce, the world’s #1 AI CRM and an official Global AI partner of LIV Golf, today announced the launch of Fan Caddie, an innovative personalized AI agent named “Chip.” Built on Salesforce’s Agentforce 360 platform, Fan Caddie serves as a groundbreaking second-screen companion within the LIV Golf app, delivering real-time insights, interactive content, and customized experiences tailored to each fan’s preferences. The AI leverages a unified data operating model to provide context around LIV Golf’s 13 teams, 57-player field, dual team and individual storylines, and event details, enabling seamless engagement without leaving the live stream.

Watch the latest 54 Golf podcast episode, "Fifth Major Debate + Elvis Smylie Next World #1?"

Designed for both on-site attendees and remote viewers, Fan Caddie reimagines the global golf fan experience with features including real-time tournament insights and replays, hole-by-hole scoring data, player comparisons, interactive leaderboards, and custom stat cards. Fans can explore “Shop the Look” to view and purchase player and team apparel in real-time, access practical on-course support such as ticket and hospitality information, and enjoy personalized content consumption options. The launch aligns with LIV Golf’s fourth full season, which began February 4-7 at ROSHN Group LIV Golf Riyadh and continues this week at LIV Golf Adelaide (February 12-15) at The Grange Golf Club in South Australia.

“LIV Golf is built for the next generation of global sports fans,” said Denise Taylor, Chief Technology Officer of LIV Golf. “With the powerful backing of Agentforce technology, Fan Caddie will strengthen our connection to and understanding of our audience and be able to take them on a customized journey across content, on-course action, merchandise, and fan experiences.” Adam Forrest, SVP Global Brand, Media and Sports Marketing at Salesforce, added that “Fan Caddie embodies Salesforce and LIV Golf’s commitment to transforming sports through real-world AI innovation,” noting that “Chip” goes beyond delivering results to explaining the “why” and “how” behind the action.

The Fan Caddie launch is part of a broader enterprise AI deployment that includes Agent Caddie, a tool providing LIV Golf’s broadcasters with real-time shot intelligence and enriched statistics via Slack, enhancing on-air storytelling across the season’s 72-hole, four-day events. This initiative underscores LIV Golf’s focus on immersive, data-driven fan engagement and positions the league at the forefront of AI-powered sports innovation.

Quotes, data, and photos courtesy LIV Golf