LIV Golf has launched Fan Caddie, an AI-driven companion in its app and on its website that provides real-time information and interactive tools for fans following tournaments.
The service centres on an AI agent called “Chip”, which appears as a second-screen concierge while users watch coverage. It sits alongside the livestream, allowing fans to use it without leaving the broadcast.
Fan Caddie runs on Salesforce’s Agentforce 360, a suite of products for building and deploying AI agents that connect to business data. LIV Golf and Salesforce already work together on other AI tools for event and broadcast operations.
Second-Screen Tools
Fan Caddie presents tournament and replay-related information in formats designed for quick reading. Features include hole-by-hole scoring insights, player comparisons, and other statistics displayed in data graphics and stat cards.
The product also includes an interactive leaderboard that draws on live inputs from LIV Golf’s content team. The goal is to add context to what is happening during play, alongside the standard leaderboard view.
Fan Caddie also adds a commerce element. A “Shop the Look” function surfaces clothing associated with players and teams and links to an in-app retail flow, allowing fans to browse and buy items in real time.
For spectators attending events, Fan Caddie includes utility features, including ticket and hospitality information. The same interface also supports customised content, allowing users to choose how they interact with and consume it.
Data And Personalisation
LIV Golf describes Fan Caddie as a personalised companion that adapts to different fans and tournament contexts. It uses a unified data model that spans fan, player, team, and event information to tailor interactions.
The launch adds to a wider set of AI deployments across LIV Golf’s operations and media production. LIV Golf has also built Agent Caddie, an AI agent focused on live coverage workflows.
Agent Caddie is designed for broadcasters rather than fans, providing predictive shot outcomes, contextual player statistics, and narrative cues for live production.
In its latest description, LIV Golf said Agent Caddie will provide broadcast teams with “real-time shot intelligence” and additional statistics across four days and 72 holes of competition. It will be delivered through Slack, using the messaging platform as the interface for staff to interact with the AI agent.
Partnership Focus
The launch highlights how sports organisations are testing AI agents to combine data, video context and commerce into a single user journey. Leagues and broadcasters have spent years expanding live data overlays and companion experiences, while also developing direct-to-consumer retail and membership offers.
In golf, the opportunity lies in combining rich shot-by-shot data, long broadcast windows, and a fan base that often closely tracks individual players. LIV Golf, which runs a team format alongside individual competition, said the experience reflects that dual narrative.
Denise Taylor, Chief Technology Officer at LIV Golf, said the product aligns with the league’s approach to storytelling and statistics.
“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.”
Taylor said Salesforce technology underpins the league’s ambitions for the product and the partnership.
“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. This launch is just the start of everything we can accomplish with Salesforce, and we’re looking forward to continuing to build on Fan Caddie’s functionality and this partnership for years to come,” said Taylor.
“Fan Caddie embodies Salesforce and LIV Golf’s commitment to transforming sports through real-world AI innovation,” said Adam Forrest, SVP Global Brand, Media and Sports Marketing, Salesforce.
Forrest said the “Chip” persona is central to how the product presents information to fans. “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.”
LIV Golf said Fan Caddie will run across the season, with further development planned as the partnership with Salesforce continues.