Noteefy Unveils Gen-AI Pro Shop Assistant to Improve Golf Course Operations

Noteefy, a prominent player in the demand and revenue management space for golf courses, has introduced its new Gen-AI Pro Shop Assistant, a generative AI-powered tool poised to change how golf courses manage day-to-day operations. "Built specifically for the golf industry, the AI Assistant brings real-time, conversational support to a space still dominated by phone calls and manual processes," reads the press release. The technology aims to provide instant support to golfers directly on a course's website, significantly reducing the high volume of phone calls that many facilities field daily.

According to initial findings from the NGF, golf shops receive an average of 50 calls per day, a number that can easily double or triple for facilities with additional amenities. Noteefy's AI Assistant is designed to address this burden by preemptively answering repetitive guest questions and working autonomously. The AI Assistant is trained on each course’s specific documentation, tee sheet, amenities, and operating policies. It can answer via natural-language questions such as:

• "When’s the next available tee time for two on a Saturday?"
• "Can I join the waitlist if the time I want is full?"
• "What are the hours for the driving range?"
• "Is it cart path only?"

We asked Jake Gordon how a web agent, such as the Noteefy Gen-AI Pro Shop Assistant, will reduce phone calls if it is not connected to the golf course phone system and unaware of incoming calls and/or volume. Gordon's answer clarifies the approach:

“Our AI Pro Shop Assistant reduces phone calls not by monitoring them, but by pre-empting them. In many cases, a golfer calls the pro shop because they can’t find an answer quickly online—whether it’s about tee time availability, product inventory, pricing, event details, or policies. Our AI agent sits directly on the golf course’s website and answers those questions instantly, 24/7, in natural language. When golfers can get clear, accurate answers online in seconds, the need to pick up the phone drops dramatically. We’ve seen that proactive, accurate self-service—especially one that can direct people to book or tell them about course information—can offset a large percentage of the informational calls that normally tie up pro shop staff, freeing them to focus on in-person service and higher-value interactions.”

The company's CEO also highlighted the broader impact of this technology. “Similar to the introduction of mobile as a platform, and the internet before it, we believe AI is the next technology platform that will make a meaningful impact on the way golfers interact with the course and course operators efficiently run their business,” he said. Gordon added, “Our AI Pro Shop Assistant is the first step in bringing this technology to life for operators in their day to day by answering guest questions instantly, saving time for golfers and staff while recapturing revenue lost to missed calls or abandoned bookings.”

American Golf, one of the largest multi-course operators in the U.S., will be deploying the solution across its portfolio. Rick Crowder, VP of Revenue at American Golf, praised the new technology, stating, “The Noteefy AI Assistant lets us serve golfers 24/7, reduce inbound calls, and allow staff more time to maximize their tee time availability.”

This new technology integrates seamlessly with Noteefy’s existing product suite, which is known for reducing no-shows and filling canceled slots. The company will be hosting a webinar on August 28, 2025, at 9:30 AM PT titled, "Future of AI in Golf Management: What Operators Need to Know to Capitalize on this Moment," which will include a live demonstration of the AI Pro Shop Assistant.