LIV Golf has partnered with Salesforce to unveil "Fan Caddie," an innovative AI-powered golf companion designed to enhance the fan experience. This personalized agent, named "Chip," utilizes Salesforce's Agentforce 360 technology to deliver real-time insights, engaging content, and tailored interactions throughout the golf season.

Fan Caddie serves as a second-screen companion within the LIV Golf app, providing fans—whether attending live events or watching from home—with immersive experiences linked to LIV Golf’s 13 teams and 57 players. By utilizing a unified data model, Chip enhances engagement by offering personalized content based on individual fan preferences, player performances, and team dynamics.

Key features of Fan Caddie include real-time tournament insights, interactive leaderboards, and unique retail experiences. Fans can access detailed data, hole-by-hole scoring, and player comparisons, all while seamlessly integrating merchandise opportunities, allowing them to purchase apparel worn by their favorite players in real-time. Additionally, the AI assists users at LIV Golf events by providing essential information on tickets and hospitality.

Furthermore, the launch of Fan Caddie aligns with a broader strategy of integrating AI into sports, including the introduction of the Salesforce Agent Caddie for broadcasters. This tool will provide real-time shot intelligence, enriching broadcast storytelling and opening avenues for new content opportunities.

Denise Taylor, CTO of LIV Golf, emphasizes that Fan Caddie reflects the needs of the modern sports fan, blending storytelling with data analytics. This partnership highlights how AI can transform sporting experiences, making them more interactive and engaging for fans worldwide.

On February 9, 2026, the Oklahoma City Thunder, through its Thunder Community Foundation and with support from Google, launched the Thunder AI Sports Scholars program. This initiative is being piloted with 48 students from US Grant High School and will expand to include an additional 33 students at Booker T. Washington High School and 31 at Edison Preparatory High School in Tulsa, with plans to reach more schools in the next academic year.

Thunder AI Sports Scholars is a project-based learning experience focused on equipping students with essential AI knowledge while fostering ethical thinking, collaboration, and readiness for college and careers, particularly in the sports domain. The curriculum, designed in partnership with Inspirit AI, is delivered by knowledgeable instructors from prestigious institutions like Stanford, Harvard, Brown, Princeton, and UPenn.

The program showcases concrete applications of AI, such as utilizing machine learning to analyze athletic performance and enhance motion sciences. Participants engage in interactive lectures, coding labs, and collaborative projects, culminating in practical insights into how technology transforms sports.

Erin Oldfield, vice president of Community Engagement and executive director of the Thunder Community Foundation, emphasized the importance of preparing students for a technology-driven future. “Thunder AI Sports Scholars provides an engaging avenue for students to learn about AI and supports our ongoing commitment to education and workforce development in Oklahoma,” she stated. With its innovative approach, the program not only cultivates creativity, critical thinking, and technical skills but also aligns education with the evolving demands of the job market, ultimately benefiting students and the community alike.

Major League Baseball (MLB) players will soon interact with fans through artificial intelligence avatars, thanks to a partnership between Genies and MLB Players Inc. This collaboration aims to create digital replicas of active players capable of engaging in real-time conversations, enhancing fan experiences significantly.

The AI avatars will replicate each player's unique voice, personality traits, and interests, providing a more personalized approach compared to traditional marketing methods. This innovation allows fans to connect with their favorite athletes in an engaging and interactive manner, offering a level of engagement that social media alone cannot achieve.

Under this agreement, Genies will commercialize the avatars through various channels such as paid chat interactions, the sale of virtual goods, digital collectibles, and immersive in-app experiences. This not only creates a novel revenue stream linked to player likenesses but also opens doors for digital experiences that resonate with modern audiences.

While specific players for the initial rollout have not been disclosed, the initiative highlights MLB’s commitment to embracing AI technologies to enhance fan engagement. Importantly, the avatars are designed as tools for interaction rather than substitutes for actual player engagement, with measures in place to ensure that all content aligns with player branding and league standards.

This effort showcases a broader trend among professional sports leagues to leverage AI to connect with younger, digitally-savvy fans while safeguarding intellectual property rights. In doing so, the MLB aims to cultivate deeper relationships between players and their supporters in an ever-evolving digital landscape.

The Northern Super League (NSL), in collaboration with AI sports technology company Spectatr.ai, revolutionized its inaugural season by delivering real-time, AI-powered highlights. Running from April 16 to November 15, 2025, this partnership marked a significant milestone for Canada’s first professional women’s soccer league, allowing it to effectively compete in the digital sports arena through automated content generation.

Over the course of 80 matches among six founding clubs, culminating in Vancouver Rise FC’s championship victory, NSL embraced opportunity by building a digital framework free from legacy limitations. Recognizing that modern sports fans engage heavily with social media, NSL focused on delivering key match moments—goals, saves, and celebrations—across multiple platforms in real-time.

To realize this, NSL employed Spectatr.ai’s AI engine, PULSE, which automated highlight creation directly from live match streams. Within seconds, pivotal moments were transformed into clips enriched with metadata, formatted for various platforms such as Instagram, TikTok, and YouTube Shorts. This swift delivery allowed NSL to connect with audiences globally, eliminating the need for extensive video production resources at match venues.

The innovative approach resulted in capturing over 37,000 match moments, generating more than 51.8 million video views and doubling the league's Instagram following in just one season. Audience engagement reflected the quality of the automated content, with over 110,000 likes on published materials.

The NSL and Spectatr.ai partnership showcases the transformative power of AI in sports, establishing a solid digital presence while laying the groundwork for future advancements in fan interaction and engagement technologies. As the sports landscape evolves, this collaboration serves as a model for emerging properties aiming to harness digital opportunities effectively.