What we are trying to be
Human first
AI augments people. It does not take the decision away from them.
Context matters
Intelligence is only useful when it understands the situation it is in.
Action over information
What you should do next, before what the data says.
Honest degradation
When the system cannot know something, it says so rather than guessing confidently.
Simple wins
Complex technology should feel effortless to the person using it.
Learn continuously
Systems improve from real outcomes, not assumptions about them.
The human overrides the sensor
Any automatic detection has a manual override the system accepts without argument.
Trust is everything
A recommendation you cannot explain is a recommendation you should not make.
One AI foundation. A growing family.
Every product is built on the same intelligence layer, so what one product learns about a person is available to the next one rather than starting over.
Human-centered
Designed for real people, in the moment they are deciding.
Privacy by design
Secure. Private. Responsible.
The platform claim, and what actually runs
Five reusable capabilities sit under the portfolio. Not a diagram drawn after the fact — each one is an abstraction of a component already shipping in SmartPlay Caddie.
User Model
Player profiles and roster, per-swing history, round and score history, coach notes with attribution, and tendencies derived across sessions.
Context Engine
A GPS pipeline with outlier rejection, authoritative course geometry, satellite imagery — and a manual override the system respects without argument.
Decision Engine
A tiered reasoning cascade: a heavier model for substantive judgment, a fast one for routing, and a local pre-classifier ahead of both to cut latency and spend.
Learning Engine
Swing capture building a labeled dataset, tendencies mapped to drills, shot and score logging, session review — outcome capture as a product surface, not backend telemetry.
Interaction Engine
Press-to-talk voice with a locked brand narrator, camera swing analysis with skeletal overlay, and acoustic strike detection in a practice cage.
What we can show you today
We keep this list because the difference between shipped and planned is the only claim that matters. Everything on the left can be demonstrated on a phone.
- A voice-first AI companion holding a conversation on a live golf course.
- Camera-based swing analysis producing body-analysis flags, biomechanics from keyframes, and swing-to-swing comparison against a reference.
- Acoustic swing detection and strike confirmation in a practice cage.
- Course-aware distance and targeting from real course geometry.
- SmartPlay Caddie live on the App Store and Google Play, with two caddies, Kevin and Serena, and Apple Watch and Wear OS companions.
- A professional instructor using the product inside paid lessons.
- SmartBay AI running AI golf lessons in a real simulator bay, and SmartPlay Golf playable free in the browser.
- SmartManage, SmartPump and SmartMotion open to beta testers; Rondo and PlaySmart running as prototypes.
- Three simulation games playable free in the browser: Gridiron Life, Mayor of the Lake and Save the AMX.
- The Inner Library: personalized books written chapter by chapter, with researched chapters cited and fact-checked against their sources.
- SmartPlay Studio taking a script to a finished, captioned video, with recording and video work kept on the laptop.
- Defender in a lab build: AI-agent scope alerts, sensitive-site alerts, an extension setup scan and an on-device activity log.
- SmartBay AI pilots with indoor golf facilities.
- Multiplayer rounds.
- Face-angle measurement, which needs higher-frame-rate capture.
- Illustrated, lip-synced caddie avatars.
- Smart-glasses and multi-sensor perception.
- An auto-compiled video content engine.
- Defender checking what an email is trying to get you to do, not only who sent it.
Built by an operator, not a lab
Veteran Owned and Developed
SmartPlay AI was founded by Tim Gustafson — ten years in uniform, four in the Marine Corps as a military policeman and six in the Army as a medic and radiology technologist, followed by 26 years in healthcare operations, including COO leadership in radiology and imaging.
That background is the company's thesis in miniature. The products are aimed at the moment a decision gets made under pressure, with incomplete information, by someone who will own the outcome — because that describes most of the founder's working life.
He doesn't build alone: fellow veterans test every build, advisors pressure-test the business, and ambassadors bring SmartPlay into their own communities.