Golf is experiencing something of a boom. Following a resurgence during the pandemic, the number of participants reached a record high last year.
More than 160 million people worldwide played some form of golf in 2025, representing a nearly 50% rise from 2023. The United States alone is projected to pass 50 million participants by 2026.
Driving ranges such as TopGolf and indoor virtual simulators have also helped increase participation in the sport, fueling demand for golf gadgets by a new wave of casual players. In 2026, where there are gadgets, there is artificial intelligence.
According to market research firm Mordor Intelligence, the global golf equipment market grew to an estimated $20.9 billion by 2026, and is forecast to reach $26.7 billion by 2031.
Its impact is felt from the club-factory floor to the fairway—to the virtual version of the game’s most important assistant: the caddy. Botronics, a startup based in Nivelles, Belgium, has developed a self-driving golf trolley billed as a digital caddy that can not only carry clubs but also offer advice.
The iXi trolley uses two cameras and GPS, comes pre-loaded with maps of more than 40,000 courses, to steer itself automatically, and players can issue commands via hand gestures or voice control. If the user removes a putter from the fitted bag, an AI-powered camera mounted on the front of the trolley will recognize the user is on the green and begin pre-rolling towards the next tee.
A front-facing camera can capture every swing and play it back on a screen, providing a frame-by-frame analysis of technique, with footage shared with coaches via the accompanying app. The screen offers advice on club selection and where to aim, with an onboard computer displaying a real-time visualization of the course.
“Think of it as a computer with wheels around it, and it’s not only programmed to do amazing things, but it’s constantly evolving,” Botronics chief revenue officer Laetitia Fraikin told CNN.
“What’s a Caddy?” she added. “Someone who’s in the right place at the right time, watching what you’re doing and giving you advice, basically giving you everything you need so you can get the best out of your game, so you can perform better, so you can make better decisions … all of that can now be done on a physical golf cart.”
In development since 2021 and scheduled to be delivered to customers this summer, the cart is currently in the “advanced prototype” stage and is expected to begin shipping in June 2027 following testing with golfers, Frykin said. Set to retail for $5,385, discounts were offered to those who reserved the trolley as part of a crowdfunding drive that raised nearly $1 million.
About 125 units were booked within the first 10 minutes of availability, Frykin said, reflecting growing demand for AI-driven innovations among tech enthusiasts and traditional golfers alike.
“Listen, I don’t want to understand what’s going on (with technology), I want to focus 100% on my game,” Frykin explained.
Club fixtures and clones
The game was an early adopter of AI. Golf equipment giant Galway has been using machine learning to create club designs since 2019, and its Ai Smoke Irons range is designed using an AI model that scans thousands of swings.
Rival manufacturer Wilson introduced its Fit AI mobile app in 2024, which helps club-fitting staff at stores and courses across the U.S. help customers choose the best option. Customers hit a few balls in front of a launch monitor — a device that measures the physical data of a golf shot and club swing, then feeds the findings in real time through an algorithm to make club recommendations.
But now many companies are putting AI directly into the hands of golfers. In April, two-time US Open winner Bryson DeCambeau acquired a group of investors for an undisclosed “8-figure sum” of SportsBox AI.
Nicknamed “The Scientist” for his penchant for using technology in pursuit of performance gains, DeChambeau said earlier this month that he was using Google’s AI assistant Gemini to help him work through some of the issues with his swing. He partnered with Google Cloud last year to create an AI trainer that can run on a smartphone.
Similarly, SWEE is a mobile app that releases AI “clones” of real-life golf coaches as part of a subscription-based service that allows users to receive personalized feedback and training programs on their swing.
Of course, AI is replacing rangefinders, the devices golfers use to measure distance. Arcos’ Smart Laser claims to use data collected from more than 1.5 billion shots and 25 million rounds to strategize for each shot, suggesting a recommended club and target based on factors including wind speed and elevation.
Challenges and regulations
However, there are restrictions on taking these products. According to a 2025 study by England’s Loughborough University, the costs and complications of using new AI technologies present “significant challenges” to their integration into sport.
Golf already realizes a financial barrier to entry, with Mordor Intelligence highlighting the high initial investment and overall cost of equipment as the most significant barriers to growth in the global equipment market. The iXi costs thousands of dollars more than a standard stroller, the Arcos Rangefinder retails from $299.99 and requires an annual subscription fee of $199.99 after the first year, while Callaway’s set of smoke irons can fetch nearly $800.
What’s more, golf is a sport renowned for its adherence to tradition, and not all technological advances are allowed in tournaments.
The Arcos rangefinder has a “competition mode” system that changes advanced measurements to conform to competition bias rules, Botronics is also incorporating a feature to ensure its trolley can only be used as a manual carrier as opposed to a smart caddy.
“A lot of what we do is still unregulated, so it will be interesting to see where the regulation goes,” Frykin said.
“Not everything will be a problem, but there will be some things I expect.”
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