LIV Golf Revolutionizes Fan Experience with Salesforce Agentforce 360: Meet Fan Caddie 'Chip'
LIV Golf has launched Fan Caddie, an AI-powered second-screen companion powered by Salesforce's Agentforce 360, featuring the persona "Chip" to deliver personalized, real-time insights during tournaments[1][3][6]. This innovation enhances fan engagement by providing interactive tools like hole-by-hole scoring, player comparisons, and merchandise recommendations without interrupting the livestream[1][2][3].
What is Fan Caddie and How Does It Work?
Fan Caddie operates within the LIV Golf app and website as a concierge-style AI agent, allowing fans to access tournament data, replays, interactive leaderboards, and on-course utilities like ticket info—all tailored to individual preferences using Agentforce 360's unified data model[3][4]. The "Chip" persona not only delivers facts but explains the "why" and "how" behind stats, injecting energy into the viewing experience[1].
Key features include:
- Real-Time Insights: Hole-by-hole scoring, player comparisons, and custom data graphics[1][3].
- Interactive Leaderboard: Live data engagement from LIV's content team[3].
- Shop the Look: Real-time retail integration for player and team apparel[3].
- On-Course Utility: Event support for attendees, including hospitality details[3].
Salesforce Agentforce 360: The Tech Behind the Transformation
Built on Agentforce 360, Fan Caddie connects to LIV Golf's business data for scalable, personalized interactions, leveraging Data 360 (formerly Data Cloud) for unified data from transactions and behavior[4][7][9]. This enables LIV to avoid silos, deliver real-time recommendations, and enrich marketing—positioning it as an "agentic enterprise"[4].
LIV Golf's partnership with Salesforce extends to "Agent Caddie" for broadcasters, providing real-time shot intelligence via Slack, and future athlete insights for golfers[1][6]. As Denise Taylor, LIV Golf CTO, stated: "Fan Caddie will strengthen our connection to our audience and take them on a customized journey across content, action, merchandise, and experiences"[1][3].
Impact on Fans, Broadcasters, and the Future of Sports
Launching ahead of the 2026 LIV Golf Adelaide event (Feb. 12-15), Fan Caddie runs season-wide with planned enhancements, embodying Salesforce and LIV's commitment to AI-driven sports innovation[3][6]. Adam Forrest, Salesforce SVP, highlighted Chip's role in personifying excitement and collaboration[1].
For LIV, this boosts global fan engagement crucial to its model, while providing unprecedented data for players—potentially unmatched in sports[4][5]. Nick Connor, LIV SVP of Technology, emphasized Agentforce's role in connecting data, AI, and fans for immersive storytelling[4][9].
This collaboration showcases how Salesforce Agentforce 360 reimagines fan experiences in golf and beyond, blending AI with sports for deeper connections[2][7][8].