Dick’s Sporting Goods has launched a new conversational artificial intelligence tool, dubbed “Coach by Dick’s,” aimed at enhancing athlete engagement and support. The AI-powered coach, accessible via the company’s mobile app, is designed to provide comprehensive guidance “throughout their journey, whether they are just getting started in a sport, improving their game, looking for the latest performance gear or getting ready for this weekend’s tailgate,” according to a news release issued Friday (May 22) by the retailer.
The tool leverages a combination of agentic AI, Adobe Brand Concierge, and Dick’s proprietary “content and knowledge” to deliver personalized assistance. Through “natural conversation,” Coach by Dick’s offers tailored product recommendations, access to educational tips, and facilitates decision-making regarding products and services. The core objective is to provide guidance “rooted in sport, product knowledge and individual athlete needs,” as detailed in the release.
Strategic Vision Behind AI Integration
Vlad Rak, chief technology officer at Dick’s, emphasized the strategic intent behind the new offering. “We designed Coach by Dick’s to meet athletes where they are on their sports journey,” Rak stated. He further elaborated on the tool’s capability to deliver real-time, relevant guidance: “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.”
This introduction marks a significant expansion of Dick’s Sporting Goods’ broader commitment to artificial intelligence. The retailer has been actively integrating AI into its operational framework, with previous initiatives focusing on backend efficiencies. Last year, company officials highlighted investments in AI-driven inventory management and RFID (radio frequency identification) automation within its stores.
Broader AI Investment and Operational Impact
CEO Lauren Hobart previously detailed these internal AI applications during an earnings call, noting, “We’re investing in tools for our teammates so that they use RFID to help find products around the store and to be able to send products faster to athletes.” Hobart also confirmed the pervasive nature of AI within the company’s tech stack, adding, “And we have AI embedded in many of these tools. We’ve got search function, supercharge search on e-com that is based on AI enablement and as is teammate scheduling, and product and merch assortment planning.” These applications underscore a strategic pivot towards leveraging AI for both customer-facing interactions and internal operational optimization.
The move by Dick’s aligns with broader consumer trends identified by PYMNTS Intelligence research, which indicates substantial interest in agentic AI for various personal management tasks. The research found that 71% of consumers would consider using such technology for health and wellness management, while 70% expressed interest in AI agents for travel planning. This suggests a receptive market for AI tools that offer personalized guidance and support.
PYMNTS further noted the implications of this shift, stating, “Beyond the headline numbers, the report surfaces a structural shift with implications for banks, networks and merchants.” The research highlighted a growing consumer preference for “an end-to-end journey inside those environments” as they become more accustomed to AI-native interfaces. Dick’s Sporting Goods’ new AI coach positions the retailer to capitalize on this evolving consumer behavior, aiming to create a more integrated and personalized shopping experience that extends beyond mere transactions.
