Staff WriterSalesforce, the undisputed heavyweight of AI-powered CRM, has strapped its cutting-edge digital toolkit to LIV Golf in a move that promises to give the landscape of professional golf a fresh lick of paint—possibly even with a sledgehammer.
Announced today, Salesforce’s digital labour platform, Agentforce, is joining the LIV Golf fairway to boost fan engagement, player experience and broadcasting wizardry with the precision of a Tour pro on moving day.
A New Era on the Tee
By harnessing the robust power of Salesforce—wrangling apps, data, agents and metadata into one clean swing—LIV Golf is bringing secure, trusted AI technology right into the heart of its global tournaments.
The promise? To serve fans and players in ways that would make even Old Tom Morris doff his cap.
The star of the show is the Fan Caddie, powered by Agentforce, which transforms the LIV mobile app into an immersive second-screen experience.
Picture this: fans get shot-by-shot updates, real-time player stats and standings, plus ticket and merchandise assistance—an all-in-one golf butler whispering sweet stats in your ear as you watch the action unfold.
Bringing the Broadcast to Life
On the broadcast side, Agentforce’s Agent Caddie is set to up the ante for LIV Golf’s coverage.
Imagine predictive shot outcomes, contextual stats, and storyline cues weaving seamlessly into the play-by-play—no more guesswork for commentators, no more gaps for fans. Every drive, chip and putt is about to get the data treatment it deserves.
Beyond the Ropes
But Salesforce isn’t just here to dress up the show for fans. Agentforce will be the invisible hand behind the scenes—streamlining tournament logistics, aligning sponsorships smarter, and turning operational chaos into an efficient, well-oiled machine.
From managing equipment to fine-tuning staff coordination, it’s the kind of back-office wizardry that keeps the show on the road.
For LIV Golf’s global ambitions, this partnership is a godsend. Agentforce will help coordinate international operations, tailor fan engagement for local crowds, and surface the insights needed to make sure every event—whether in Singapore or Scottsdale—feels fresh and relevant.
And let’s not forget the players. LIV Golf and Salesforce are looking at ways Agentforce can directly support the athletes themselves—tracking wellness, offering real-time performance insights, and ensuring every player’s game is as sharp as their Sunday best.
Voices from the Fairway
“LIV Golf is reimagining what the future of sport can be, and with Agentforce, we’re helping bring that vision to life,” said Ariel Kelman, Chief Marketing Officer, Salesforce.
“The Fan Caddie, an immersive second screen experience, will offer fans deeply personalised content, experiences, and recommendations.
The Agent Caddie agent will enhance the broadcast, providing rich, predictive insights directly to fans and commentators.”
“At LIV Golf, innovation drives everything we do — from the fan experience to the way we support our players and grow the game,” added Denise Taylor, Head of Product and Technology, LIV Golf.
“Our partnership with Salesforce marks a major step forward. With Agentforce, we’re bringing the power of AI technology to the forefront of sport, creating a more connected and engaged future for our fans, players, and the fantastic game of golf.”
The final word from the tee belongs to Bryson DeChambeau, Crushers GC Captain: “We are excited about a long, impactful future ahead for LIV Golf, buoyed by our ability to welcome and engage a broader, more diverse global audience.
We are proud to welcome Salesforce into our growing family of partners, who will help us reimagine and amplify the golf experience through our shared goals of making the game more connected, inclusive and innovative.”
No sugar-coating here: the game is changing, and with Salesforce’s Agentforce in the bag, LIV Golf looks poised to keep one eye on tradition and the other firmly on the future.
Learn more about the LIV Golf and Salesforce partnership.
