Dick’s Sporting Goods is rolling out new artificial intelligence capabilities through a partnership with Adobe, introducing “digital coaches” designed to personalise the customer experience across its app and digital channels.
The retailer is leveraging Adobe’s Brand Concierge solution to deliver conversational, agentic AI interactions within its mobile app.
These AI agents will act as virtual coaches, offering tailored product recommendations and training guidance based on real-time data and individual customer preferences.
To support the initiative, Dick’s is integrating multiple Adobe tools. Adobe Experience Platform is being used to unify customer data signals across touchpoints, while Adobe Journey Optimizer will coordinate experiences across channels.
The retailer is also deploying generative AI capabilities to customise content at both an individual and cohort level.
“Every athlete’s journey is unique, and it is our job to ensure that every interaction with our brand is focused on helping our athletes achieve their dreams,” said Emily Silver, chief marketing, e-commerce and athlete experience officer at Dick’s.
“Our partnership with our technology team and Adobe will help us meet the promise of personalization at scale through AI, with a data and content foundation that enables our teams to deliver the power of our opinion and expert knowledge and create unique experiences for every athlete.”
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The AI rollout builds on Dick’s wider investment in digital content and experiential retail. In 2025, the company launched Cookie Jar & A Dream Studios, a production arm focused on sports storytelling, and introduced a virtual version of its House of Sport concept.
The online experience, which is known as Virtual HOS, includes an avatar of former NFL player J. J. Watt guiding users through a digital store environment with interactive features such as a climbing wall.
Adobe framed the partnership as a case study in how retailers can combine data, content and AI to deepen engagement.
Adobe Enterprise chief marketing officer, Rachel Thornton added: “Dick’s Sporting Goods is writing the playbook for the modern athlete experience, moving to immersive and interactive engagements that are highly personalized, in their stores and online.
“Our partnership speaks to the value that AI can bring when CMOs and CTOs collaborate, building on top of an integrated customer data platform, that makes it easier for marketing teams to understand preferences and deliver experiences that are intuitive, relevant and deepen brand loyalty.”
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