# IBM Masters AI App: "Bones" Mackay on Caddie-Golfer Trust **Published:** 2026-04-06 **Source:** https://www.startuphub.ai/ai-news/technology/2026/ibm-masters-ai-app-bones-mackay-on-caddie-golfer-trust --- During a segment on Bloomberg This Weekend, golf commentator and former caddie Jim "Bones" Mackay discussed the new AI application developed by IBM for the Masters Tournament. Mackay, known for his extensive experience caddying for top golfers like Phil Mickelson, shared his perspective on how technology can enhance the understanding and appreciation of the sport, particularly for casual fans. ## Jim "Bones" Mackay: A Caddie's Insight Jim "Bones" Mackay is a highly respected figure in the professional golf world, having served as a caddie for over 25 years on the PGA Tour. His long tenure includes caddying for Phil Mickelson during multiple major championships, including his Masters victories. Mackay's intimate knowledge of the game, player psychology, and course strategy makes his insights particularly valuable. ## IBM's AI Application for the Masters IBM has partnered with the Masters Tournament to introduce an AI-powered application designed to provide fans with a more immersive and informative viewing experience. The app utilizes IBM's AI capabilities to analyze data in real-time, offering insights into player performance, shot trajectories, and strategic decisions made on the course. This technology aims to bridge the gap between the complex decisions made by professional golfers and caddies and the understanding of the average viewer. The full discussion can be found on **Bloomberg Podcast**'s YouTube channel. ![IBM, Masters use AI to Bring the Fairway to Every Fan - Bloomberg Podcast](https://img.youtube.com/vi/2S9WsrPzuuw/maxresdefault.jpg) IBM, Masters use AI to Bring the Fairway to Every Fan, from Bloomberg Podcast ## The Crucial Role of Trust in Caddie-Golfer Relationships Mackay highlighted the foundational element of trust that underpins the caddie-golfer relationship. He explained that this trust is built over years of shared experiences and successful execution of strategies. "The most important thing that goes on between players and caddies is that trust," Mackay stated. "You have to be right 99% of the time. You're making big decisions, and you have to be right." He recalled his own experience with Phil Mickelson, where their shared understanding allowed them to make critical choices during tournaments, such as a pivotal shot on the 13th hole in 2010 that secured a win. ## AI as a Tool for Deeper Appreciation Mackay expressed his enthusiasm for how IBM's AI app can help fans connect more deeply with the game. He noted that while he is not a golfer himself, he appreciates the sport's inherent challenges and the decisions involved. "It's a game that takes you places," Mackay said, referring to the mental and strategic aspects. He believes the app can provide viewers with the kind of insights that he, as a caddie, gained through years of experience. "It brings you closer to the game," he explained, allowing fans to "see every shot virtually" and understand the strategic thinking behind each play. ## Bridging the Gap for Casual Fans Mackay's perspective on the AI app is that it democratizes golf knowledge. He contrasted his own experience of being a caddie for 37 years with the average fan's experience. "You're looking at the same thing, but you're seeing it differently," he remarked. The AI application, by providing data-driven insights and analysis, can help bridge this experiential gap. It allows viewers to understand the strategic choices, the probabilities of success, and the subtle advantages that are often only apparent to those deeply involved in the game. ## The Future of AI in Sports Broadcasting The collaboration between IBM and the Masters signifies a broader trend of integrating artificial intelligence into sports broadcasting. By offering real-time analytics, predictive insights, and enhanced storytelling capabilities, AI can transform how fans consume and interact with sporting events. This application at the Masters showcases how AI can move beyond simple data presentation to provide context and enhance the narrative of the competition. --- Original analysis from [startuphub.ai](https://www.startuphub.ai), the #1 AI startup directory. © StartupHub.ai. All rights reserved. You may not republish this article in full without a license. Search engines and AI research tools may crawl and summarize for reference. Bulk reproduction or model training on this content requires a license. See https://www.startuphub.ai/terms.