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Dick's Sporting Goods Launches AI Coach in June

Noah

23 May 2026 — 1 min read

Dick's Sporting Goods is set to transform its mobile shopping experience with the launch of "Coach by Dick's," an agentic AI personal assistant built in collaboration with Adobe, scheduled for June 2026, aiming to deliver hyper-personalized product recommendations and conversational guidance for athletes.

AI Personal Shopping Assistant Launches with Adobe Technology

Powered by Adobe Brand Concierge, the new tool leverages the retailer's extensive product knowledge and customer behavior data to offer real-time, natural conversation-based assistance within the Dick's mobile app. "Coach by Dick's" is designed to meet athletes where they are on their sports journey, according to CTO Vlad Rak, providing tailored shopping guidance that adapts to individual needs and preferences.

Broader Personalization Strategy and Digital Expansion

This launch represents a significant step in Dick's broader strategy for AI-driven personalized retail. The company is already utilizing the Adobe Experience Platform and generative AI to enhance cross-channel personalization across its digital ecosystem. Future plans include expanding the capabilities of "Coach by Dick's" alongside other digital initiatives, such as the Virtual House of Sport, as the retailer continues to integrate advanced AI into its customer experience.

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