Agentforce Tees Off with LIV Golf in Game-Changing AI Partnership
Salesforce alliance ushers in a bold digital era for fans, players, and global expansion
Paju, Korea - A new chapter in sport-technology synergy has begun as Salesforce, the world’s leading AI CRM, teams up with LIV Golf to inject cutting-edge artificial intelligence into every swing, screen and strategy across the global league.
Announced simultaneously from San Francisco, London, and New York, the partnership centres on Salesforce’s digital labour platform, Agentforce, which will underpin LIV Golf’s global operations, reshape fan interaction and enhance on-course experiences. The move signals a major technological leap for the rebel circuit looking to win hearts – and markets – worldwide.
From the gallery to the broadcast booth, Agentforce will make its presence known. For fans, the newly-unveiled Fan Caddie promises a bespoke second-screen experience on the LIV Golf app, featuring personalised updates, merchandise guidance, and shot-by-shot stats matched to each viewer’s tastes. Whether in Seoul, Sydney or Southampton, every follower will get a tailored digital fairway to walk.
On-screen, Agent Caddie will feed broadcasters and audiences with predictive insights, advanced metrics and compelling narratives. The result? Smarter storytelling in real time – where viewers not only watch, but understand the ‘why’ behind every decision.
“This is not about replacing people – it’s about amplifying the human connection with data,” said Salesforce CMO Ariel Kelman. “Together, we’re turning LIV Golf into an AI-powered experience centre.”
Operationally, Agentforce will be the invisible caddie behind the scenes, streamlining logistics, global coordination and partner engagement. From smarter sponsorship to real-time impact reporting, every tee time and handshake will benefit from deeper digital intelligence.
Players, too, are poised to gain. LIV and Salesforce are exploring ways for Agentforce to assist athletes directly – think wellness monitoring, performance insights and strategic nudges delivered at the right moment.
“Innovation drives everything we do,” said LIV’s Head of Product and Technology, Denise Taylor. “This partnership puts powerful AI into the hands of the fans, the players, and the people who run the game.”
For Crushers GC captain Bryson DeChambeau, the future is already in play: “We’re proud to welcome Salesforce to our team. This is about making golf more connected, more inclusive – and frankly, more fun.”
With this partnership, LIV Golf has signalled its intent to not just change the game – but rewire it entirely.