DICK'S Sporting Goods Launches AI Coach for Athletes

DICK'S Sporting Goods has launched a new agentic AI conversational tool called Coach by DICK'S. This digital coach is designed to support athletes throughout their journey, whether they are starting a sport, improving their game, or looking for performance gear. The tool brings DICK'S sports expertise into a tailored digital experience within the DICK'S mobile app. It provides guidance rooted in sport and product knowledge, adapting to individual athlete needs. Emily Silver, Chief Marketing, eCommerce and Athlete Experience Officer at DICK'S, says this allows them to scale their expertise and deliver trusted guidance through the app. Powered by agentic AI and built using Adobe Brand Concierge, Coach by DICK'S offers immersive conversational experiences. It goes beyond transactional shopping, guiding athletes with relevant data and adapting to their preferences, goals, and behaviors. Through natural conversation, Coach by DICK'S helps athletes get tailored product recommendations and access training Pro Tips. It also helps them navigate decisions, with guidance that will evolve with their journey. Vlad Rak, Chief Technology Officer at DICK'S, states that it responds in real time with relevant guidance. Coach by DICK'S will begin rolling out in the DICK'S mobile app starting in June, with expanded capabilities planned for the future. This could change how athletes receive personalized support and product information.