DICK'S Sporting Goods Launches AI Coach Inside Its Mobile App

DICK'S Sporting Goods has launched “Coach by DICK’S,” an agentic AI-powered conversational assistant embedded inside its mobile app, as retailers continue expanding AI-driven shopping and personalization tools across digital commerce platforms.

The assistant combines DICK’S sports and product knowledge with Adobe Brand Concierge technology to deliver conversational product recommendations, training guidance, and sports-related advice inside the retailer’s app.

Emily Silver, Chief Marketing, eCommerce and Athlete Experience Officer at DICK'S Sporting Goods, said the system is designed to extend the retailer’s in-store expertise into digital channels.

“Coach by DICK’S allows us to scale what makes us special, our people, our point of view, and our deep connection to sport,” Silver said in the release.

Vlad Rak, Chief Technology Officer at DICK'S Sporting Goods, said the platform combines the company’s product knowledge with conversational AI capabilities to deliver real-time guidance to shoppers.

The rollout comes as retailers increasingly build infrastructure for agentic commerce systems that use conversational AI to guide shoppers through product discovery and purchasing decisions. Recent deployments across retail have focused on combining first-party customer data, product catalogs, and behavioral signals to personalize recommendations and improve engagement.

That shift has accelerated alongside broader experimentation with AI-assisted shopping experiences and conversational commerce tools across the retail sector.

AI Shopping Assistants Expand Across Retail

According to the company, Coach by DICK’S supports natural-language conversations and provides recommendations based on a customer’s sport, skill level, and stated preferences. The assistant also surfaces training “Pro Tips,” product education, and guidance tied to equipment and services.

Adobe describes Brand Concierge as a conversational commerce platform trained on approved brand content and customer data rather than open web information. The company says the system is intended to support personalized customer journeys across digital properties.

The launch follows an earlier partnership announcement between DICK’S Sporting Goods and Adobe in April, when the companies said they planned to develop AI-powered digital coaching experiences for athletes and consumers.

Retailers have increasingly moved conversational AI beyond customer support workflows into shopping guidance and product discovery systems. Grocery chains, apparel retailers, and large retail platforms are testing AI assistants that recommend products, answer questions, and personalize shopping experiences inside apps and websites.

That broader push toward conversational commerce has also expanded into agentic retail systems that automate portions of shopping and product selection workflows.

DICK’S Expands Its Broader AI Strategy

The AI coach rollout builds on DICK’S broader technology investments tied to inventory operations and retail automation.

Coverage from PYMNTS noted the retailer previously discussed AI-driven inventory management initiatives and RFID automation pilots during earnings discussions last year.

The company’s annual filings have also emphasized investments in omni-channel retail systems, digital engagement, and eCommerce operations.

Retail companies are increasingly integrating conversational AI with operational retail systems, customer profiles, and product catalogs as they look to connect shopping assistance with inventory visibility and personalization infrastructure. Similar initiatives across the industry have focused on building AI systems that function as digital shopping assistants rather than standalone search tools.

Retail executives across the sector are also developing broader AI operating systems tied to customer engagement, merchandising, and commerce workflows.