close. It's
about to happen.
How are you guys
feeling today?
How are you
doing? All right?
Yes, they look
ready. A bunch
of them all
right, but I saw a
number of these
kind of like.
So they must
have had a lot of
fun last night,
I'm guessing. I
think so. Yeah.
I'm a little tired.
Well, we're really
happy to be here. We're
happy to introduce this
next segment. We're
going to have a
fireside chat about the
evolution of golf and
AI's transformative role.
There's that energy
we were looking for.
Leading this discussion
is the EVP and
CEO of Salesforce
UK in Ireland, who
is on the front lines
of AI innovation.
Please welcome Zahra
Baralalumi, CBE.
Good afternoon, everyone.
Enjoying
Dreamforce so far?
Well, it's really,
really a pleasure to
be with you here
today. And of course,
we've got an exciting
conversation lined
up for you with two
very special guests.
Now, we wouldn't
automatically or naturally
pair data and AI and
science and technology
with the brilliant
game that is golf. But
we've got two very
special guests today
that are going to
challenge that perception,
perhaps even just my
perception. Maybe you
are ahead of me, but
we're going to have
a great conversation.
Our first guest is
Bryson DeChambeau, a
professional golfer,
recognized for his
innovative, data-driven
approach to how he's
reshaped and modernized
the world of golf. And
combining his athleticism,
his intellect, and
his creativity, he
continues to engage
fans both on and off
the course with his
dynamic play and content.
Hands up, those of
you that know Bryson
DeChambeau. Yes, yes,
yes, exactly. Right.
And then joining him is
his partner in crime,
which is James Watson,
a broadcast executive
with over 20 years
broadcast experience
and production
experience across tennis,
cricket and golf. And
he leads Live Golf's
production and broadcast
strategy, reimagining
the fan experience
and engaging with you.
So together, they're
helping to redefine
what golf looks like
in the age of AI and
data and innovation.
And we're going to have
a quick chat about
these dramatic changes
sweeping through
professional golf and the
technology that is set
to shape the next era.
So you have to give a
very warm Dreamforce
welcome, otherwise I
will not bring them out.
And I know you can do
that because you are
a brilliant crowd. So
I want you to give a
very, very rousing
round of applause for
Live Golf's SVP of
Worldwide Production, James
Watson, and two-time
U.S. Open Championship
and Live Golf player,
Bryson DeChambeau.
Come and get comfy.
Come and get comfy.
Right, we're going to sit
here. Can you
all still see us?
Feedback's really
good. We need feedback.
Yeah. Okay. All
right. Now, before we
talk tech and golf,
first of all, thank
you for being here.
A very warm welcome.
Thank you. We're
going to have a
little icebreaker
for you. We were
talking backstage.
I think we want to
share some of our
guilty pleasures.
So when you're not
producing or you're not
being on the golf
course, doing all the
brilliant things that
you do, what is your
guilty pleasure? Oh,
okay. I'll go first.
Thanks for having
me here, guys. Great
to see you all. My
guilty pleasure.
It's kind of a
weird one. Yeah.
Hot chocolate, I'm
a ****** for. So
that's kind of a guilty
pleasure of mine.
Yeah, thanks for
having me. Absolutely
thrilled to be here.
I would say mine's
a PlayStation on
a rainy day, which
my significant other
calls juvenile.
However, you do get
some really good
graphics ideas for
live broadcasts.
So I say it's research.
So it's inspiration.
It's inspiration
and research.
It's not as bad as I
thought it would be. I
love chocolate and I
also love gaming. But
let's talk about the
evolution of golf. So
let's explore the game
and how it's changed.
And I think you've been
an absolute driving
force, the pair of
you, in changing that
both physically and
culturally. And it's got
such a deep tradition.
It is a game steeped
in tradition. So how
have you both seen it
evolve on the course
for both players and
behind the scenes for
fans? Bryson, I'll come
to you first. Yeah,
I think the game is
steeped in tradition
for a long time now, all
the way back to the
1800s. and when the game
was invented and started
overseas and there's
this deep-rooted
tradition in history that
we all have to have
respect for but at some
point as we're getting
into the tech era
AI era there's got to
be a modernization of
it and you know what
I saw as an amazing
opportunity going over
to live was just that
that we have an
opportunity to modernize
revolutionize and inspire
a bunch of kids along
the way to play
globally internationally
and create a lot of cool
buzz around the world
about the game of
golf, not only through
just playing the
traditional game, but also
through a tech-driven
sort of ecosystem that
lives building as well.
And I think that's
what's so cool about
it and why I wanted to
be a part of it was
that it was not just
about me playing the
game of golf and doing
that and just continuing
to do that. I could
have done that elsewhere,
but it was also
wanting to change the
game of golf, make it
different, inspire,
be unique create new
opportunities for others
around the world that's
what intrigued me
that's what inspired me
that's ultimately why
uh i went over there
and uh went to live
and and it's been great
we're uh just starting
it's it's again only
what is it three and a
half years old almost
going into season
official season official
season four and i think
that's the cool part
is it takes a while
for stuff to build out
but man uh it's been a
lot of fun uh building
live golf And then
also being able to
create some cool content
on the side, too. It's
been a great pleasure
and love everything
about it. It's time
to modernize the game.
Well, you're certainly
doing that. James?
Yeah, I mean, I think
I joined for similar
reasons. Golf
broadcasting changed very
little in the 30 years
before Liv came along.
I mean, other than the
advent of the Tracer,
your golf coverage
from 1972 looked very
similar to the golf
coverage of 2022. 2022.
So I joined because
there was a huge
opportunity to
modernize how we produce
golf and how the
fans perceive golf.
And you only need
to look at what
Liv's brought to
the table from
coming up with the
drone tracer, which
gave a whole new look
at how the players
and why the players
drive the ball, where
they drive it, to
enhanced analytics and
AI, which we're going
to get into. And
then I think the big
one is second screen.
For the most part of
the last 30 years,
golf has been the
last three hours on a
Saturday and a Sunday,
and now fans want to
see every shot of
every single player out
there on the course
when they want to watch
it. And I think
that's been the huge
change in golf that
is only going to get
bigger in the next four
to five years. Well,
I do want to explore
with you and have
you explain how it's
changed, but you did
mention analytics. And
I just want to come
back to Bryson for a
second, if I may. You
are known for your
analytical approach.
What inspired that
mindset? Where does
that come from? Is
that education? Is that
how you are? What is
it? Funny enough, as
a kid, I was very
inquisitive. I always
ask questions. My
parents hated me for it.
They were like, why
are you asking so
many questions, Bryson?
Stop doing that.
It is what it is. And
I was like, no, but
why? I don't get it. I
want to understand. So
I've always been
inquisitive my entire life.
And I was throwing a
book called The Golf
Machine when I was
15. It's a physics
textbook. And I started
understanding the golf
swing a little bit
more. And I started
researching a little bit
more into the analytics.
I applied all my school
education to golf.
So whenever I was
learning a subject matter,
whether it be history,
writing, reading,
you name it, I always
tried to relate
it back to the game
of golf so that
it kept myself
interested. So I wasn't
just learning about
something I didn't care
about. You know, if
it was something in
reading, I was reading
a golf book. If it
was something in
writing, I was writing
about golf. So it was
always keeping me,
you know, interested
in the subjects in
school, which allowed
me to be a better
student, which is kind
of a cool little nugget
that I can get
everybody, give everybody
is like, love what
you learn. You know,
you really have to
love what you learn.
And so, you know,
from that young age,
I was just always
inquisitive and kind
of focused myself
into golf. And it's
paid off, you know,
albeit to the U.S.
Open in 2020, where I
just started *******
it everywhere and
hitting it as far
as I possibly could,
not really caring
if it went in the
fairway or the rough.
And that gave me a
statistical advantage.
So when we're talking
about analytics,
that's kind of the
way I use it. And
then I use a bunch of
AI tools now to help
my golf swing. But
we'll get there in
just a minute. Yeah,
we'll get there.
If golf ever
doesn't work out for
you, you can come
and be a solution
engineer at
Salesforce. Beautiful.
Probably not.
I'm kidding.
Just on that training
point, though,
how does the
integration of data and
biomechanics, how
does it change the
way you train or
how players train?
Oh, man. Well, it
started out probably 22
years ago, 23 years
ago about Strokes Game.
Mark Brody was
analytics, dove
deep into analytics
of the sport.
And now it's
transitioned more into
like into AI
technology where AI is
actually able to help
your golf swing out.
I'm currently
developing and helping
develop an AI tool
that allows that
AI assistant agent
to be a golf coach.
That AI is going to be
able to tell you what
you're doing wrong,
how you're doing it
wrong, why you're doing
it wrong, and give
you drills, tips and
techniques to get better
with your own personal
golf swing and then
eventually into every
single other sport.
So there's a lot of
interesting things that
I'm doing on the AI
side of the coin. And
it's been fun to help
be a part of that
process. It's crazy,
starting with nothing.
We started with a JVC
camera back in the day.
It was JVC or JCV. I
forget what the, it
was an old school camera.
Anyway, long story
short on that is
coming from just that
camera-based system now
to a iPhone or Gemini,
or excuse me, a
Google phone that has
Gemini on it. They
can literally tell you
whatever your golf swing
problems are. You know,
it's crazy where it's
stemmed from. You're
just looking at a
screen going, I don't
know what's going on,
to now it's telling
you what to do, which
is pretty cool. Yeah.
And how does what
Bryson just described,
James, translate to what
the fans experience?
I think it's
twofold. I think
when it comes to
AI and analytics,
first and foremost, it
helps you get to the
answer faster. And for
our production team,
it definitely does
that. But I think the
next thing, it's about
visualization on air.
You know, you think
about, I'm a golf nerd,
I'm a production
nerd, So I think about
driving the golf ball.
And 20 years ago, you
used to see players
drive into the distance.
You'd see if it
landed on the
fairway or did it
land in the rough.
And Bryson says all
the time, these guys
aren't just scientists,
they're artists. And
they shape the ball.
So the tracer comes
along. All of a sudden,
you can shape the
ball and you can see
that Bryson or Bubba
are going to hit a
high draw around the
trees to get to that
spot, rough or fairway.
Now, thanks to AI and
analytics, you get to
see the data and the
science behind the golf
swing how does bryson
hit it as far as he
hits it yeah what part
of his body allows
him to deliver that and
is he making changes
to his swing in real
time to get him more
distance yeah so i think
um like i said the the
big part that that
a lot of people miss
when it comes to using
this is it has to have
a purpose yeah yeah now
i said i'd come back
and ask about how the
broadcasters evolved
so tell us about why
live is different what's
unique how have you
evolved that well i
mean And Liv's two
competitions at once, so
it means there's a lot
of golf to cover. And
with the Shotgun Start,
you've got all 54
players out there at
the same time, which
means when we look to
cover it, you need a lot
of resources to do
it. It's the size of a
major, 14 times a year,
60 camera, 200 crew,
going across eight
different countries
in 14 events. So
it's a monster of a
production, and we've
been given the tools
to tell Liv's
story, which is an
exciting format. It's
five hours, and with
the team and the
individual competition,
you're never short
of exciting golf.
Well, I think you've
done just that, and
it's remarkable what
you're doing with Liv.
And you both
talked about AI.
Now, I think I
mentioned at the
beginning, we don't
naturally associate
it with the game of golf.
You've talked a
little bit about it.
seen it reshape
industries.
Where do you see
it making the
biggest impact?
Is it in the golf
or in the
production or both?
I mean, for me, it's
changed our world. We
used it for the first
time to help our graphics
producers get to the
answer quicker and
get more graphics on
screen and tell the story.
Then we used it to
automate cameras in
the cloud to create any
shot, any time, which
is a tool to allow the
fans to watch 18 group
streams, watch Bryson
every single shot,
and that's the AI
producing that feed and
adding the graphics.
The exciting work we've
been doing with
Salesforce is to integrate
agent force into the
production to come up with
interesting and analytical
tools to display
on air. So we've come
up with an agent caddy.
So that's a graphic
that shows all the
information that Bryson's
caddy, Jibo, is giving
to him when he's giving
him the information.
So lie, yardage, wind.
And we're working
with them on bringing
a predictive element
into that. What club
should Bryson be swinging
based on his history
from this position?
That sort of stuff,
I think, is really
going to help
get to the answer
faster for the
viewer. So AI is going
to take over my
caddy's job, right?
I mean, Jibo
still needs to
hand you the
clock. I know.
It's going to enhance
your caddy's job.
Yeah, and then the
second way we use it is
just to help our
announcers. The on-course
commentator for 20
years has been out there
relaying the same
information that we're
able to put on the screen
now. So giving them
agent force at their
fingertips and enabling
them to instantly
query information so
they can add to their
commentary is going
to be an absolute game
changer and allow us
to make the on-course
announcers feel like
they're in the booth,
which is something
we tried to achieve
when we reimagined how
we're going to cover
golf. Yeah, brilliant.
Yeah, I'd say for
me, from a coaching
and teaching perspective,
giving people
the opportunity to
get better at the game
of golf a lot faster,
a lot quicker,
is what I'm focused
on and excited about
for the future of AI
and what it can do for
each and every
individual. I mean, right
now, to get a lesson,
it's like $200 an
hour, something like
that. And you can now
take an AI coach and
essentially make it a
small subscription
model fee or even free.
You can have a free
part of it where it
gives you the same, if
not better, information
than a $200 an hour
coach would give you
right off the tip of
your fingers in less
than 30 seconds. And
I think that's the
power of what AI is
going to be able to do
is give more freedom
and accessibility,
lower the cost and
barriers of entry to golf,
because golf is a
very expensive sport.
And for me, one of
my goals in life and
doing YouTube content
and creating a lot
of great things, I
want to provide as
much value-added
material as possible. And
so in doing that
and being the same
nature, AI can help that
process. AI can give
you the ability to
learn for almost
free, almost pretty
much close to nothing.
So if you've got a
bad swing or even if
you're doing baseball
or whatever sport you
want, it can tell
you what you're doing
wrong. If your kinematic
sequence is off and
then tell you what
kinematic sequence is.
And it also describes
you numerous
factors of how to get
better in whatever
stage you're
in. If you're a
beginner all the way
to a professional.
So the goal is
for it to teach
me how to be a
better golfer
from a golf swing
perspective,
be able to club
fit, tell me
if my equipment's
not right.
And then from that
knowledge, me needing to
know over 2,500
metrics in less than 30
seconds, it can dive
down and say, hey, look,
here's the five greatest
deviators in your
golf swing of why you're
not hitting it that
great. You know, I'm
hitting a perfect draw
all day long. And then,
oh, what was that?
What was wrong with that
swing? It'll go, oh,
this is less than 15,
20 seconds. I'll tell
you this is what was
wrong. And that's the
cool part about it. I
think it's an amazing
tool that can allow us
to be better at sport
and life in general
and whatever you're
trying to accomplish.
That's the power of AI.
You talked about lowering
the cost of entry.
I mean, it sounds
like you think AI will
level the playing field.
Will we see a world
where amateurs will
get pro-level insights?
More than that. They'll
get better insights
than any professional
coach out there,
which has never been
had before. I mean,
to a human, to go
over 2,500 metrics in
less than 30 seconds
is impossible. But AI
can do that and tell
you exactly what you
need to know at that
exact moment. Because
day-to-day, it could
change. Whether
you're hitting it good
one day or you feel
off the next day, it
doesn't matter. It
will tailor to what
you need for that exact
day, which is a great
part about it. It's
even better than a
professional coach.
Well, let's stay on
the topic of coaching.
So how are we going
to see augmented
coaches in the future?
Are we going to replace
coaches? How do you
see that evolving?
straightforward
and blunt.
No, I think
it's, as of right
now, going to
be on a phone.
Over the course of
time, maybe there's some
augmented reality
portion of it where
you could put glasses
on or something and
it projects down what
you should be doing,
where the club path
is or how you should
be swinging a baseball
bat or you name it.
So I think there's
more to come from that.
This is just the
beginning. We're literally
at escape velocity
with AI. We're so close
to having AI
revolutionize, I mean, it's
already transformed
our world, but really
transform our world into
a place that we don't
really see or know,
you know, from 10, 15
years ago. It can be
completely different.
And what about
broadcast, James? The fan
experience, how are
you going to see this
evolving? You talked
about some really exciting
things, and that's
more than enough for
us to get on with,
but anything else you
want to comment on? I
mean, I'd just say, I
think, as Bryson said,
we're at the tipping
point now. I mean, I
think the future is
actually going to be
in user-side broadcasts
as a second screen,
fans picking their seven
favorite players and
the broadcast being
customized around those
players with statistics
that they're interested
in. And I think
AI is the tool that
helps us get there.
I don't know how close
we are to that, but
I think it's closer
than we think it is. And
I think that is going
to be a game changer
as we still try to
elevate what we're
doing with linear
coverage that still super
feeds millions and
millions of fans. Yeah,
and one thing to note,
too, is I don't believe
that AI is necessarily,
I mean, look, it
can be used for things
that are probably
not the best for the
world, but I think AI
is a great tool. And
whoever's the most
creative with the AI
will continue to succeed.
I don't think us humans
will ever not use
AI anymore, but it's
literally who's going
to be the most creative
in using that AI as
a tool to make this
world a better place.
That will always exist.
It's not like it's
going to decimate
hundreds of thousands
of jobs. We're still
going to have people
that are creating
new jobs off the AI
that allows individuals
to continue to succeed
and create and
improve in life. So I
think it's just going
to be a restructuring
and reworking of
what AI can do for
humans moving forward
in the future. That's
just the least of my
thought. You should
have taken my place
with the journalist
roundtable I had this
morning because that
question comes up all
the time. I'm sure.
You answered very
well, thanks. So
I'll outsource to
you. So we've looked
at evolution of
golf and broadcast.
We've looked at or
explored AI and how
that's impacting the
evolution. But let's just
apply now the
intersection of business.
So Bryson, you're
a leader and you're
innovating and that's
impacted golf. James,
you're a leader and
you're innovating in
broadcast trailblazers,
we would call you.
What advice would
you give to business
leaders, particularly
those that are
looking to disrupt
traditional industries
as golf was considered
traditional?
I mean, I'll take
a shot at it. I
think thinking
outside the boxes and
asking the right
questions is one of
the most important
things you can
do in any venture
you're in in life.
For example, I never
got an MBA in school.
Didn't even actually
graduate. Golf pulled
me aside. I went to
school for three and a
quarter years. I was
a physics major. I
knew nothing about
business. But in the recent
months since using
AI, I've become very
knowledgeable in
business performance and
how to present a pitch
deck and all these that
I would have never
known how to do in the
past. So from a business
perspective, it's
actually made me
more of a businessman
than anything using AI
as a semi coach for me
to become a better
individual, not just in
my own facet and golf,
but also in business.
So I would say to
business leaders, like
become creative, Be
okay with getting
outside of your box
and asking AI different
questions or utilizing
AI in different ways.
Be creative is the
number one most important
thing I think you can
have in this world
nowadays. There's
too many people that
try to follow the norm
and get put into a
box like, oh, no, you
can't do it this way.
No, be a trailblazer.
Think outside the
box and do things
differently. I've done
it my entire career,
and I've pushed
through a lot of
barriers, sometimes with
brute force, but
sometimes using unique
tools that I've been
given. So, I think
creativity is key in
today's world. And it
sounds like curiosity
as well. You asked
the question of
creativity, curiosity.
I mean, there's more
similarities than
you think in that.
I mean, you've got
to ask the right
questions. When it
comes down to innovation
and disruption
in broadcast, you
need to know your
audience and you need
to have a purpose.
Doing it for the sake
of doing it doesn't
work. So, we utilize
audience data
quite a lot. We do a
lot of research with
focus groups. We do
biometric reading on
fans while they're
watching to read
their response levels
to different graphics
we're putting on
screen or announcers.
And then you take
that away and start
to ask questions.
Where is there a gap?
The quick story
I'll use to
help articulate
that point.
Before NFL
football, being an
Australian, I come
over here and I
try to understand
your passions.
Before the virtual
10-yard line, it was
just a chain on the
field and the fans
were having to guess.
the brilliant david
hill and the team
at fox sports before
ar was ar came up
with a virtual 10
-yard line put it on
the field and said
here's where this
team's trying to get to
baseball with k-zone
uh the the strike zone
from center field
the first time fans
saw it they went what
is this populating my
screen all of a sudden
now you can't show
a baseball broadcast
without it so these
are things that fans
don't know they want
and then when they get
it they want more of
And I think understanding
that, understanding
trends and having
an end game on what
gaps you're trying to
fill with innovation
and disruption, I
think is the key to
anything you're trying
to do in that space.
Do you think that
having the certainty
and the insight
with AI and
data takes away from
the raw instinct
within the game?
Absolutely not.
as a television producer
and Bryson touched
on it before I believe
that celebrating big
moments is going to
need human instinct and
the ability to say
no and the ability to
say stop let's not put
that on that on air
let's just celebrate
this shot right now I
mean for those watching
the masters and I'm
not trying to bring this
up just for you Bryson
when Rory won they
stayed on the wide shot
I beat him at the US
Open you did oh my
gosh I was not trying
to go there I promise.
When Rory won, they
stayed on the wide
shot and captured
every bit of emotion of
his celebration. And
that took a human
to make the decision
not to cut to his
family, not to cut to
his friends, not to
cut to the crowd,
but to stay there and
celebrate that moment.
I don't believe
AI is ever going to
be able to do that.
It may. You never
know. What about
you, Bryson? I
mean, you've got all
this insight, all
this analytics.
We don't really
know where
So I agree with you
as of right now that
human element and
touch is important.
What it looks like in
the future, we don't
truly know or fully
even understand what
the AI is going to
do. It's learning on
its own now. It's
starting to learn on its
own in certain
capacities now, which is
crazy. And I've personally
experienced that
with some AI tech. And
it's like, how does
it even knowing how
to do this? We haven't
even prompted it or
taught it how to do
that. It's already
learning on its own.
It's crazy. So we don't
know where this is
going, but we know
it's escape velocity.
I think humans will
always have that
ending touch piece
to it to kind of
hopefully help, I
hope, this is my hope,
to guide AI in the
right direction and
never let it get
too out of control.
I feel a new show
coming on or a new
format where you have
man versus machine in
terms of prediction.
I think that would
be a great... I
have AI pick my golf
clubs on my YouTube
series all the time.
Wow. It doesn't do
as good of a job,
but... I look forward
to that new format.
a bit of fun now.
Rapid fire, you ready?
James, what's the
best piece of tech
or kit in your
production toolkit?
Drones, which
is the one thing
that annoys 53 of
the live players.
Not Bryson. I don't
get annoyed. But drones
and its ability combined
with AR graphics
to unlock new ways to
visualize golf, I think,
is the best thing we
have in our toolkit
right now. Why does
it annoy the players?
It ruins their
concentration. All the time.
It's the first
thing he says to me.
I'm fine with it.
It can be right next
to me. I don't care.
But that's the thing.
I film YouTube
content all the time,
so I feel and see
and experience drones
all day long. So
it's just different.
sorry golf bag yeah
I've got a secret
little AI coach
that helps me in my
golf swing it takes
over 2500 metric
data points and
tells me what I'm
doing different
each and every day
so I can always improve
and get back to my
gold standard set I
still practice quite a
bit but I don't have
to practice or work as
hard because you guys
probably know me I work
my butt off on the
golf course and I'm at
the driving range
till late at night you
know it but for me that's
shortened that time
frame because it gives
me more precise data
informative data that
actually makes more
sense sometimes in a
human because it's very
rational it just is
this is what the data
is it's we're getting
good data very precise
scientific grade data
point material so I'm
not questioning the
data points and it's
giving very precise
information for me to go
no this is what you
need to do next in your
golf swing. You know,
at P3, your ulnar
deviation is here. And
when you're hitting it
good, it was at this
ulnar deviation amount.
And this is your
greatest deviator in the
golf swing. So it can
just give me more precise
information. I do
it and I'm like, oh
yeah, there you go.
Perfect. I'm hitting it
great. Good. I can walk
off the driving range.
So that's been the
most transformative
piece for me is having
that in my back pocket.
It's on my phone. I
was going to say, is it
on a device? It's on
my phone. It's on my
phone. It's with you
everywhere. It's so
sick. And within the
next year, you're going
to see something pretty
special in coaching.
We're really
excited to show
that at one
point. Wow. Okay.
Game changer
or overhyped?
It's a game
changer. Not even a
question. Game
changer. Absolutely.
That was quick.
All right.
What are you
more intimidated
by? I'll come
to you, Bryson,
first. A 20
-foot putt to win
or a live broadcast
watched by millions
uh 20 footer to win
that's that's not even
a question for me
yeah that's way more
nerve-wracking than
having a bunch of people
watch come on jones
i can't compete with
that but i will say
the one time in my
life i had a fraction
of what bryson feels
when he has a 20
foot putt at a major
uh was day one of
live golf in 2022 when
we had to put that
broadcast together on
two months' notice and
we were about to go
on air, and I just
thought for a second,
if we mess this up,
I'm in real trouble.
aside, he wins
hands down.
If we fast forward
10 years, what
do you think golf
looks like and
how central is AI
to that vision?
That's like a 30
-minute conversation.
but where I see
it going is more
towards entertainment.
The professional
side will always
be there. I just
see a lot more
content creation being
more prominent in
the game of golf.
I hope that we can
invite a bunch of
people into the
game of golf through
entertainment. I
think we've already
started to see it.
Golf's a lot of fun.
It's outside, gets
you away from the
screen. As much as we
love using AI and we
can still use it
on the golf course,
getting off that screen
and getting out to
nature is a lot of fun
too. So I think it's
a great balance having
the game of golf in
a tech-driven centered
world because it
kind of meshes between
the two scenarios. And
I think that's what's
so beautiful about
the game is that such
we have an ability to
connect to people
through relationships and
talking with people
and engaging on the
golf course one-on-one
like we used to. And
we very rarely do
nowadays. And so I think
this whole event is
amazing, by the way,
because it brings
everybody in, right? And
that's what I think we
still need as humans.
But whereas in
the next 10 years,
it's definitely
going more
towards entertainment,
for sure.
Is that the same
for you, James?
I mean, I've touched on
where I think broadcast
is going, and that's
just my opinion
and how AI is going
to help with that. But
I'm going to go back
to what Bryson said
earlier. Golf has
traditionally been viewed as
the most expensive and
inaccessible sport.
And I think AI,
as Bryson said
earlier, is going
to help golf
be more accessible
to fans,
bring the cost down,
and make content
more accessible to
fans to get them
engaged and interested
in the game.
And that's what we
care about in the
end. It starts with
participation. The
democratisation,
the accessibility,
the inclusiveness
really chimes with
the values of
Salesforce. They
resonate and that's
exactly why we
partner so brilliantly
with Live Golf.
Any parting
words of wisdom
for this amazing
audience here
on the future
that holds for
them? What would you say?
for me just continue
to be creative and
innovative don't let
things box you in and use
the tools and people
around you to enhance
and make the world a
better place i think
that's uh those are
some instilling words
that i've had put in
my myself for a long
time now and hopefully
i can promote that for
the world that let's
let's make this world
a better place brilliant
james listen learn
don't close your mind
off to anyone else
anyone else's ideas and
don't assume anything
and that's the big
one we always take
away in our broadcast
team, assume nothing.
Love that. Thank you.
James Bryson, you've
been absolutely
amazing. Weren't they
fabulous? Thank you.
Give them a huge
round of applause.
Thank you so much. We
took away brilliant
nuggets. Thank you.
All right. All
right. Thank
Have a great afternoon.
See you, everybody.
