LIV Golf Partners with Salesforce on AI ‘Fan Caddie’

LIV Golf has launched an AI-powered “fan caddie” platform developed in partnership with Salesforce, designed to deliver real-time insights, personalised content and enhanced digital engagement for spectators during tournaments.

The new system, powered by Salesforce’s Agentforce and Data Cloud technologies, uses artificial intelligence to analyse player performance data, course conditions and historical trends to generate tailored recommendations and predictive insights. Delivered through digital interfaces, the platform aims to provide fans with contextual information, strategic analysis and personalised updates aligned with individual preferences and live tournament developments.

The collaboration marks a significant step in LIV Golf’s technology-led strategy, positioning the tour at the forefront of data-driven fan engagement. Since its launch, the league has prioritised innovation across broadcast production, competition formats and digital experience, seeking to differentiate its product through immersive and personalised fan services. The integration of Salesforce’s enterprise AI infrastructure strengthens this approach by enabling scalable personalisation and real-time data processing across fan touchpoints.

From a technology perspective, the platform demonstrates the growing role of customer relationship management and cloud computing providers within the sports ecosystem. Salesforce’s involvement highlights how enterprise software companies are increasingly partnering with sports properties to deliver personalised experiences, manage fan data and create more targeted engagement opportunities. By combining sports performance data with customer intelligence, the system enables more sophisticated audience segmentation and communication strategies.

AI-enabled services are becoming an increasingly central component of sports media and fan engagement strategies, allowing rights holders to deliver customised content and deeper performance analysis. LIV Golf’s fan caddie reflects a wider industry shift towards machine learning tools that enhance storytelling, improve accessibility for new audiences and provide richer insights for dedicated followers.

For commercial stakeholders, the technology also opens new opportunities for sponsorship integration, targeted advertising and data monetisation. Personalised content delivery enables brands to connect with audiences at moments of heightened engagement, while data-driven insights support more measurable marketing outcomes.

The initiative further illustrates how emerging sports leagues are using advanced technology partnerships to disrupt traditional formats and accelerate global audience growth. By embedding AI and cloud-based personalisation into the live event experience, LIV Golf is seeking to redefine how fans interact with tournaments both on-site and remotely.

As artificial intelligence and data platforms continue to evolve, collaborations between sports organisations and technology providers such as Salesforce are likely to play an increasingly influential role in shaping the future of fan engagement, transforming live sports consumption through real-time personalisation and intelligent digital services.