New agentic AI technology enables golf professionals to manage live events using natural language and voice commands.
WAYNE, Pennsylvania — Golf Genius, the leading worldwide provider of cloud platforms for golf professionals, facilities, tours, and associations, has announced the public beta launch of Golf Genius AI— a new AI agent integrated directly into Golf Genius Tournament Management and the Golf Genius mobile app.
Golf Genius AI enables professional staff to complete time-sensitive tasks using natural language or voice commands. Now staff can act in seconds during the high-pressure window before events begin, when last-minute changes, weather delays, substitutions, and adjustments are most common.
With simple conversational commands, tournament managers can revise tee times, manage pairings, add and remove players, change tee assignments, handle substitutes and no-shows, adjust handicaps, and more — dramatically reducing the administrative burden of last-minute changes.
“Golf Genius AI completely changes how our team handles last-minute changes on event day,” said Mark Naylor, PGA Head Golf Professional at Timarron Country Club. “What used to take several minutes of back-and-forth now takes seconds. It’s the kind of tool that has real value as we work to deliver the best possible experience to our tournament participants.”
Golf Genius has been actively deploying AI-driven solutions focused on practical applications that save time, reduce complexity, and improve outcomes for golf professionals and everyday golfers alike. Rather than treating AI as a single feature or trend, the company has invested in multiple AI disciplines — including machine learning and generative AI — to solve real operational challenges across its product portfolio.
Golf Genius first introduced AI-powered capabilities in 2021 with advanced auto-shot tracking in its consumer app, Golfshot.
By analyzing motion data from Apple Watch sensors, the system accurately distinguishes between full swings, practice swings, chips, and putts — automatically tracking shot distances, club selection, and performance metrics without manual input.
This technology has brought tour-level performance insights to millions of golfers.
In 2025, Golf Genius applied AI to pro shop operations by introducing intelligent document processing that automatically extracts data from vendor shipment PDFs and converts it into structured inventory orders within Golf Genius Golf Shop — eliminating hours of manual data entry for retail staff.
With more than 120 engineers and a global team that includes more than 75 PGA Professionals, Golf Genius continues to invest in AI as a core platform capability — not simply a bolt-on feature. The company’s philosophy emphasizes reliability, transparency, and real-world usability, ensuring that AI enhances professional judgment rather than replacing it.
The public beta of Golf Genius AI is now available. Additional capabilities will be announced in the coming months, with a full release planned for later this year.
Over time, Golf Genius AI will expand to cover a deeper range of tournament operations and a broader set of golf shop and coaching operations, assisting golf professionals to maximize their productivity across the entire Golf Genius professional suite.
“Our immediate goal is to give golf professionals an AI assistant that reduces stress in the moments that matter most and helps them deliver remarkable experiences for golfers,” said Ben Wolfe, Senior Product Manager at Golf Genius. “Looking ahead, we’ll rapidly expand Golf Genius AI to assist operators in a variety of ways across the entire golf operation.”