LIV Golf launches ‘Fan Caddie’ powered by Salesforce’s Agentforce 360: A personalized AI agent that reimagines the global golf fan experience

SAN FRANCISCO, NEW YORK, and LONDON – LIV Golf and Salesforce, the world’s #1 AI CRM and an official Global AI partner of LIV Golf, has announced the launch of Fan Caddie, a groundbreaking agentic golf companion. Named “Chip,” the AI agent is built on Agentforce 360, the complete portfolio of Salesforce solutions that powers the Agentic Enterprise.

The cutting-edge, proprietary tech built into LIV Golf’s app customizes 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 personalized 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 personalized 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. The experience was designed so fans can engage with Fan Caddie seamlessly within the LIV Golf app, all without ever closing the live stream of an event.

The launch of Fan Caddie coincides with the start of LIV Golf’s fourth full season, which teed off under the lights at Riyadh Golf Club, February 4-7 at ROSHN Group LIV Golf Riyadh, and one of the League’s marquee events, LIV Golf Adelaide at The Grange Golf Club in South Australia, February 12-15.

“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,” 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. 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.” 

“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. “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. 

• Customized Content Consumption: Fan Caddie customizes content so fans can choose exactly how they want to interact with and consume content.

The launch of Fan Caddie is part of a larger enterprise AI deployment that includes the Salesforce Agent Caddie. Agent Caddie will provide LIV Golf’s award-winning broadcasters with real-time shot intelligence and richer statistics, enhancing storytelling and unlocking greater content opportunities across four days and 72 holes of competition. Delivered through Salesforce, it will be available to the broadcast team via Slack, the conversational interface where people and agents work together.

For more information on the Salesforce and LIV Golf partnership, visit the official landing page. For more information on the 2026 LIV Golf Season, visity LIVGolf.com/schedule.