LIV Golf is rolling out a novel personalized experience for fans, powered by artificial intelligence and Salesforce’s Agentforce 360 platform. Dubbed “Fan Caddie,” and personified as “Chip,” the AI agent aims to deepen fan engagement with real-time insights, interactive content, and a customized journey through the world of LIV Golf.
The launch, announced February 11, 2026, marks a significant step in LIV Golf’s efforts to connect with a new generation of sports fans, according to Denise Taylor, chief technology officer of LIV Golf. “LIV Golf is built for the next generation of global sports fans. Golf fanatics who follow our players, teams, and League don’t just seek results—they’re driven by decent storytelling and stats alongside fierce competition on the course,” Taylor said. The integration of AI is intended to provide fans with more than just scores, offering context and narratives around the league’s 13 teams and 57 players.
Fan Caddie is designed as a “second-screen companion” accessible within the LIV Golf app, allowing fans to interact with the platform while watching live events or accessing content. The technology leverages a unified data operating model to tailor interactions based on individual fan preferences, player data, team standings, and event details. This personalized approach aims to enrich the overall LIV Golf experience, both at the course and at home.
How Fan Caddie Enhances the LIV Golf Experience
The AI-powered assistant offers a range of features designed to immerse fans in the action. Real-time tournament insights and replays provide deep dives into data, including hole-by-hole scoring, player comparisons, and custom-designed graphics. An interactive leaderboard allows fans to engage with live data provided by the LIV Golf content team, offering a deeper understanding of the competition as it unfolds.
Beyond the on-course action, Fan Caddie integrates retail experiences through a “Shop the Look” feature. Leveraging Agentforce 360, the platform surfaces apparel worn by players and teams, allowing fans to purchase merchandise in real-time. For those attending LIV Golf events, Fan Caddie also provides practical support, including ticket and hospitality information.
Adam Forrest, senior vice-president: global brand, media and sports marketing at Salesforce, emphasized the collaborative nature of the project. “Fan Caddie embodies Salesforce and LIV Golf’s commitment to transforming sports through real-world AI innovation. Fan Caddie’s persona ‘Chip’ goes beyond the ‘what,’ to explaining the ‘why’ and ‘how’ – bringing energy and clarity to fans. Chip is a personification of the excitement and collaboration behind what is a key milestone for our multi-year partnership with LIV Golf.”
Agentforce 360: The Engine Behind the Experience
At the core of Fan Caddie is Salesforce’s Agentforce 360, a portfolio of solutions designed to power “Agentic Enterprises.” According to LIV Golf, the technology enables tailored interactions by unifying data related to fans, players, teams, and events. This allows Fan Caddie to deliver a highly personalized experience, adapting to individual preferences and providing relevant content.
The launch of Fan Caddie coincides with the start of LIV Golf’s fourth full season, which began at the ROSHN Group LIV Golf Riyadh event on February 4-7, and will continue with LIV Golf Adelaide at The Grange Golf Club in South Australia, February 12-15. The platform is available within the LIV Golf app, offering fans a seamless experience without interrupting live event streams.
Looking Ahead
The introduction of Fan Caddie represents a broader trend of AI integration within the sports industry, aiming to enhance fan engagement and provide more immersive experiences. As LIV Golf continues its fourth season, the platform will likely evolve, incorporating new features and data insights based on fan interactions, and feedback. The success of Fan Caddie could pave the way for similar AI-powered experiences in other sports leagues, further blurring the lines between the physical and digital worlds of sports fandom.
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