Rakuten GORA Launches “Rakuten GORA AI Assistant,” an AI Agent for Personalized Golf Course Recommendations

Tokyo, May 12, 2026 – Rakuten Group, Inc. today announced that Rakuten GORA, a leading Japan golf course reservation service, has officially launched the “Rakuten GORA AI Assistant” – a conversational AI agent designed to provide personalized golf course recommendations and end-to-end booking support.

Rakuten GORA AI Assistant leverages a vast dataset to help users find the perfect course for their specific needs. This includes detailed category-specific ratings derived from Rakuten GORA’s extensive library of user reviews, as well as comprehensive course information and current booking plans.

Try Rakuten GORA today: https://gora.golf.rakuten.co.jp/  (*Japanese page)
 Start a chat by tapping the icon on the smartphone page

The AI agent understands the user’s natural language input and accurately grasps their needs, providing a personalized and convenient user experience. With the new feature, users can view course locations on an integrated map and access easy-to-read comparison tables that display prices, course characteristics and real-time course availability across multiple venues. Designed for a seamless experience, users can move effortlessly from course selection to comparison to direct booking.

The assistant is available to all users free of charge via the Rakuten GORA mobile website. Users can input specific criteria – such as preferred prefectures, dates, group size, budget, course features or dining preferences – or simply engage in natural conversation with prompts such as, “Are there any courses available to play at this weekend, within an hour’s drive from Shibuya Station?” The agent seamlessly guides the process from personalized recommendations to the final booking page.

Even for abstract or unconventional requests, the agent identifies user needs through natural conversation to find the ideal match. This ensures that even AI begninners can easily find the best golf course for their needs. Rakuten GORA plans to continually evolve the service, with upcoming smartphone app updates to make it even more convenient for users.

Rakuten is driving the integration of AI across all facets of its business under the concept of “AI-nization.” Guided by the Rakuten AI vision – which seeks to empower people and society through innovation, creativity and collaboration – the company aims to provide highly personalized experiences to users. By positioning AI agents as a gateway to the Rakuten Ecosystem, Rakuten seamlessly connects users to its diverse array of services.

Rakuten GORA is committed to providing more than just an enjoyable golfing experience. By offering optimized, individual support for every golfer, the platform continues to deliver high-satisfaction services that create lasting value for both users and golf course partners.

About Rakuten GORA AI Assistant
Based on the vast amount of user reviews submitted to registered golf courses on Rakuten GORA, this AI agent supports users in choosing a golf course that suits their individual needs, using a vast amount of data including itemized review scores, diverse plans offered by each golf course and course information.
*Users can start chatting by tapping the dedicated icon on the Rakuten GORA smartphone page

About Rakuten GORA
Rakuten GORA is one of Japan’s leading online golf reservation platforms, offering golfers seamless access to thousands of courses nationwide. By integrating comprehensive booking services, user reviews, and exclusive rewards through the Rakuten Ecosystem, the platform simplifies the golfing experience for players of all skill levels.

Operating Company: Rakuten Group, Inc.
Service Description: Golf course reservation services (domestic and international)
Launch Date: October 2004
Number of Partner Golf Courses: Approx. 2,000 courses worldwide*
Website: https://gora.golf.rakuten.co.jp (*Japanese page)
*As of May 2026