LIV Golf launched “Fan Caddie,” an artificial intelligence companion accessible through its mobile app, on Tuesday, ahead of the LIV Golf Adelaide tournament in Australia. The new feature, powered by Salesforce’s Agentforce 360 technology, aims to provide a personalized experience for fans following the league’s players, and events.
Branded as “Chip,” the AI tool allows users to access real-time tournament data, including hole-by-hole scoring, and information about LIV Golf’s 13 teams and 57 players. Fans can also utilize an interactive leaderboard, identify details on ticket and hospitality options, and use a “Shop the Glance” function to purchase apparel worn by golfers during play, according to LIV Golf officials.
The launch represents a significant expansion of LIV Golf’s partnership with Salesforce, which began with a global sponsorship agreement. Salesforce’s Agentforce 360 platform is designed to power what the company calls the “Agentic Enterprise,” and LIV Golf is serving as a key test case for the technology in the sports industry, alongside other partnerships with organizations like Formula 1, Tottenham Hotspur, and the Indiana Fever.
Beyond the fan-facing “Chip,” LIV Golf is also deploying “Agent Caddie,” an AI tool designed for broadcasters. Agent Caddie delivers real-time shot intelligence and statistics to commentators via Slack, enhancing their coverage of events.
“LIV Golf is built for the next generation of global sports fans,” said Denise Taylor, Chief Technology Officer at LIV Golf. “Golf fanatics who follow our players, teams, and League don’t just want results—they’re driven by fine storytelling and stats alongside fierce competition on the course. 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 customised 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. 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.”
The launch of Fan Caddie coincides with the second event of LIV Golf’s 2026 season, LIV Golf Adelaide at The Grange Golf Club, running February 12-15.
