LIV Golf and Salesforce have announced the launch of agentic golf companion Fan Caddie.
Named “Chip,” the AI agent is built on Salesforce’s Agentforce 360.
The proprietary technology built into LIV Golf’s app customises each fan’s journey to guide their experience and dive deeper into the dual team and League storylines, data, and context around LIV Golf’s 13 teams and 57 player-field.
As a personalised second-screen companion within the LIV Golf app, Fan Caddie is designed to bring fans closer to the action by delivering a highly immersive, interactive, and personalised experience — whether they’re at the event or at home.
By leveraging Agentforce 360, Fan Caddie uses a unified data operating model to enable tailored interactions based on fan, player, team, and event context, helping enrich engagement throughout the LIV Golf season on and off the course.
“LIV Golf is built for the next generation of global sports fans. Golf fanatics who follow our players, teams, and League don’t just want results—they’re driven by good storytelling and stats alongside fierce competition on the course,” says Denise Taylor, chief technology officer of LIV Golf.
“With the backing of Agentforce technology, Fan Caddie will strengthen our connection to and understanding of our audience and be able to take them on a customised journey across content, on-course action, merchandise, and fan experiences.”
Adam Forrest, senior vice-president: global brand, media and sports marketing at Salesforce, say: “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.”
Key features of Fan Caddie available across the LIV Golf digital ecosystem include:
- Real-Time Tournament Insights & Replays: Fans can deep-dive into tournament data, hole-by-hole scoring insights, player comparisons, and more, alongside data graphics and stat cards that are custom-designed to engage LIV Golf’s fans.
- Interactive Leaderboard: Fans can engage with live data from LIV Golf’s content team to better understand what is happening on the course.
- “Shop the Look”: Agentforce 360 seamlessly brings retail into the experience by surfacing player apparel into the online retail experience, allowing fans to explore and purchase gear worn by their favorite players and teams in real-time.
- On-Course Utility: The platform provides practical tournament support for users attending a LIV Golf event, including ticket and hospitality information.
- Customised Content Consumption: Fan Caddie customises content so fans can choose exactly how they want to interact with and consume content.