Fore! How LIV Golf is pursuing a hole-in-one when it comes to playing with agents to bolster fan experience

LIV Golf - that’s Roman numerals L, I, V (54 - the number of holes played on a three round golf tour) - is a professional men's golf tour, awarded the status of best golf event in the world in 2023 and 2024 at the World Golf Awards. As such it has an enormous global fan following and making sure that the experience for those devotees is above par is a priority for the organization.

The latest stick with which LIV is playing is agentic tech, as Nick Connor, SVP of Technology, explains:

We are in a transition to be a true agentic enterprise. We look at it from the fan perspective and the back office perspective, but it's slightly more broad than that as well, because we have our broadcasts and we have our events....Equally, we have our players, who are probably the greatest asset to the tour ...