Dick’s Sporting Goods is preparing to roll out an agentic AI-powered personal shopping assistant designed to deliver conversational guidance to customers through its mobile app.
Called “Coach by Dick’s,” the tool is being developed in partnership with Adobe and is scheduled to launch in June 2026. The AI assistant is built on Adobe’s Brand Concierge platform and uses Dick’s proprietary content and expertise to provide tailored recommendations throughout the shopping journey.
The experience is designed to respond naturally to customer queries, offering product suggestions based on factors including sport, skill level, interests and individual goals. The assistant will also help shoppers evaluate products and services using customer behavior and shared preferences.
“We designed Coach by Dick’s to meet athletes (Dick’s calls its customers “athletes”) where they are on their sports journey,” said Vlad Rak, CTO at Dick’s.
“By bringing together the depth of our product knowledge, our understanding of sport, and what each athlete is trying to accomplish, we can respond in real time with guidance that’s relevant in the moment. Coach by Dick’s helps guide athletes to the right product, the right fit, and trusted expertise so every interaction is personal to what they need.”
Dick’s first revealed plans for the AI-driven digital coaching platform in April 2026. Beyond the concierge offering, the retailer is also deploying Adobe Experience Platform to unify customer interaction data and Adobe Journey Optimizer to coordinate personalized experiences across channels.
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Additional Adobe-powered initiatives include generative AI tools that customize digital content for both individual shoppers and broader customer segments. Dick’s said it plans to continue expanding the functionality of Coach by Dick’s over time.
“At Dick’s, we believe sports change lives, and that belief guides how we show up for our athletes,” said Emily Silver, chief marketing, e-commerce and athlete experience officer at Dick’s. “Coach by Dick’s allows us to scale what makes us special – our people, our point of view, and our deep connection to sport – and deliver trusted guidance through our app in a way that feels personal and relevant.”
The retailer has increasingly invested in digital storytelling and immersive retail experiences. In August 2025, Dick’s launched Cookie Jar & A Dream Studios, a production and content arm focused on sport-centered storytelling.
The company also operates a digital version of its experiential retail concept, Dick’s House of Sport, known as Virtual HOS.
The online experience features a virtual guide modeled after former NFL player J.J. Watt and showcases interactive elements such as a climbing wall.
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