Players 1st has announced the global launch of its AI Assistant, giving golf clubs a faster way to turn data into decisions.
Purpose-built for golf, the AI Assistant is powered by the world’s largest collections of golf-specific operational and customer intelligence – developed from more than a decade of expertise, millions of golfer responses, hundreds of millions of proprietary data points, and insights gathered from thousands of golf clubs, national golf associations and industry partners worldwide.
Unlike generic AI tools, the Players 1st AI Assistant understands the language, benchmarks and operational realities of the golf industry, enabling clubs to uncover opportunities that would otherwise take hours to identify.
“Anyone can connect AI to a database. The real value comes from the intelligence behind it,” said Morten Bisgaard, CEO and Co-founder of Players 1st. “Over the past decade we’ve built what we believe is the Golf Intelligence Infrastructure for our industry. Every club, every survey, every benchmark and every partnership strengthens the intelligence available across the platform while keeping each club’s own data private. That’s our competitive advantage, and it’s something no general-purpose AI can replicate.”
Operating within the secure Players 1st platform, clubs never need to upload sensitive member or operational data into public AI tools. Their data remains protected while benefiting from anonymised benchmarking, industry best practices and insights generated across the broader intelligence platform.
Instead of searching through dashboards and spreadsheets, managers can simply ask the AI Assistant to:
- Summarise thousands of survey responses into the key trends, opportunities and risks.
- Create executive summaries and board-ready reports in seconds, saving hours of manual analysis.
- Recommend the next best actions based on golfer feedback, benchmarking and industry best practices.
The AI Assistant works across all Players 1st survey programmes including member, guest, event, tournament, food & beverage, employee and custom surveys – delivering answers, recommendations and follow-up actions in natural language.
“This is much more than an AI Assistant,” added Bisgaard. “We’re building the intelligence infrastructure for the global golf industry. Today we’re helping clubs understand customer experience. Tomorrow that same intelligence will extend across member retention, reputation, financial performance and operational efficiency – creating a trusted AI partner that helps golf leaders understand not just what happened, but what to do next.”
The AI Assistant is available now to Players 1st customers worldwide, marking the first step in the company’s broader vision of building the intelligence infrastructure that powers the future of golf.
