GOLF.AI (Salt Lake City, UT) aims to transform golf courses with hyper-personalized AI, automating bookings, member services, and operational tasks. Combining tech sophistication with traditional play, it enhances the golfer experience while reducing staff costs and unlocking new revenue streams.
Salt Lake City, Utah — March 3, 2026
“We’re not just automating phone calls—we’re creating a hyper-personalized golf experience, from tee times to pro shop specials, that connects golfers to their course like never before,” says Clive Mayhew, Co-founder and CEO of GOLF.AI, who sat down with TechBuzz to describe a system that he created that could transform the way golf courses operate across America.
On the surface, golf seems like the ultimate analog sport: wide fairways, manicured greens, and a rulebook nearly as old as the game itself. Yet, behind the scenes, courses wrestle with complex logistics—booking tee times, managing memberships, staffing pro shops, and even tracking lost balls. GOLF.AI’s concierge platform, launched on March 3, 2026, promises to marry tradition with cutting-edge technology, handling administrative tasks with precision while offering golfers a seamless, personalized experience.
With 18,000 courses in the U.S. and 42,000 worldwide, the scale is staggering. The platform integrates directly with existing booking systems, scrapes course websites for real-time data, and can spin up a fully functional AI concierge in under five minutes. “We’ve built something where the AI knows every detail—from yardage to specials at the pro shop—and can communicate it naturally to golfers,” the founder explains. “It’s hyper-personalization at scale, something the industry has never seen.”
A Caddy in Your Pocket
“Think of it this way,” says Mayhew, “we are literally the voice making the lipstick of the back-end technology and making it very, very pretty and consumer-friendly.”
In practice, that means golfers no longer have to call the pro shop to book a tee time, a surprising fact given that 60% of all U.S. bookings are still done by telephone, largely because the average golfer is 56 years old. “The end user is expecting a high level of tech sophistication right now,” Mayhew explains. “They’re driving to a meeting, they’re tied up for three hours, and they just want to say, ‘I need tee times for six people.’”
GOLF.AI’s solution is an AI concierge that handles bookings, billing, and even tournament registration. It remembers preferences, makes recommendations, and can even coordinate with other AI agents to manage schedules.
From Tee Times to Hyper-Personalization
GOLF.AI’s concierge is more than a booking system; it’s a hyper-personalized digital caddy that knows immense detail about every golf course in the US. Once the AI knows a golfer and their course, it can offer targeted suggestions:
The AI concierge also manages member accounts discreetly, sending reminders for overdue payments or confirming bookings without awkward human intervention. For club staff, the benefits are equally compelling. The system can eliminate the need for 5–6 front-office staff at a typical golf course, saving thousands of dollars a month, all while maintaining a smooth customer experience.
“People will call their favorite courses and say, ‘You need this. I’ll pay for it if I have to, but you need to sign up for this,’” Mayhew predicts. “It’s inevitable in the next two to five years.”
The Scale of the Opportunity
The potential market is enormous. Globally, there are 42,000 golf courses, with the U.S. hosting 18,000 of them. The average American golf course employs 10–15 people, but many smaller courses have fewer staff, and AI could radically streamline operations. “The majority of courses still have poor, inconsistent data,” Mayhew notes. “We scrape their websites, integrate it with their booking platforms, and instantly have a real-time, fully functional AI concierge up and running. No training required.”
GOLF.AI’s pricing model is simple and outcome-based. Packages start at $99 per month, covering up to 200 calls: a fraction of the cost of a human hire. For unlimited calls, the price scales up to $999 per month, still significantly cheaper than hiring competent staff, while offering a fully trained, error-free, always-on assistant.
The AI concierge also unlocks additional revenue streams for courses. GOLF.AI identifies opportunities in:
This “hyper-verticalization” of AI in golf could touch tens of millions of golfers worldwide, Mayhew says. “There’s like no question in my mind. Golf is a $83 billion market, and the majority of that is in tee time bookings,” he adds.
Tech Meets Tradition
One of GOLF.AI’s biggest challenges is blending sophisticated technology with a sport steeped in tradition. Golfers and staff alike are wary of change, especially in a sport that prizes human connection and etiquette. But Mayhew believes the AI concierge enhances the experience without replacing the human element.
“Golf is still a very social game,” he notes. “AI just removes the friction. Instead of spending 20 minutes on the phone booking a tee time, you can focus on the game, the networking, or just enjoying the course.”
It’s also generational. While younger golfers are comfortable with apps and texting, older players still prefer calling courses. “In America, 60% of bookings are by phone. That’s not the case in many other countries,” he says. GOLF.AI bridges the gap with an interface that accommodates both demographics, while maintaining a tech-forward solution for the modern golfer.
From Australia to America
GOLF.AI started in Australia, raising $2 million AUD from high-net-worth angels, including the founder, and granting equity to staff. The U.S. expansion, based in Salt Lake City, Utah, is designed to leverage the state’s dense concentration of golf courses—the second-highest per capita in the nation—and the growing local tech ecosystem.
Partnerships are also a strategic focus. Clive Mayhew is working with golf legend Sir Nick Faldo, a six-time major winner with 41 championship tournament victories, whose digital twin showcases how AI can replicate human presence and personality in real time.
The First Product: GOLF.AI App
Before the Concierge launch of today, March 3rd, GOLF.AI debuted its app earlier this year, which provides:
“The app is free, live today, and fully functional,” says Mayhew. “It’s a way for golfers to familiarize themselves with GOLF.AI before courses adopt the concierge service.”
Courses themselves can sign up in minutes with the new build-your-own agent feature launching next Tuesday. “Within five minutes, they can have a fully functional AI agent,” Mayhew says. “All the courses in the U.S. database are ready and live.”
Efficiency Beyond the Fairway
GOLF.AI also integrates with other operational technologies to enhance course management. For example, automated mowers and irrigation systems already reduce labor costs and optimize resource use. AI can even manage water oxygenation, minimizing consumption and maximizing grass health.
“Water, herbicides, and pesticides can be tracked and used more efficiently with GOLF.AI,” Mayhew notes. “It’s not just saving money. It’s environmentally responsible.”
The combination of front-office automation, hyper-personalization, and course management technology creates a complete ecosystem for golf courses, one that may reshape staffing and operational needs across the industry.
Future Vision
Looking ahead, Mayhew sees GOLF.AI creating a fully integrated golf experience:
“The AI knows you, the courses know you, and it all comes together seamlessly. This will touch tens of millions of people around the world," Mayhew shared.
GOLF.AI represents a unique convergence of tradition, technology, and personalization for the world of golf. By automating the tedious while enhancing the human experience, it’s redefining how golfers interact with courses, and how courses run their operations.
As Mayhew puts it, “People will want this. It’s inevitable. The courses, the golfers, the staff—they’ll all see the benefits. And the AI is just getting started.”
Learn more at GOLF.AI and COURSES.GOLF.AI.