Dick’s Sporting Goods launches AI adviser

This audio is auto-generated. Please let us know if you have feedback.

Dive Brief:

Dick’s Sporting Goods on Friday announced the launch of an agentic AI-powered adviser, Coach by Dick’s, the retailer said in a press release. The company will introduce the tool within its mobile app in June and add more capabilities over time.
In response to users’ queries, the tool can provide product recommendations and athletic training advice based on a customer’s goals, behaviors and preferences.
The company built the tool using Adobe Brand Concierge and the retailer’s own content and expertise.

Dive Insight:

The Coach by Dick’s rollout signals the retailer’s continued focus on revamping its digital operations.

In March 2025, Dick’s Sporting Goods said it planned to reshape its e-commerce business, with a particular focus on its mobile app. At that time, CEO Lauren Hobart said the company sought to increase its online presence and snap up more market share.

Through Coach by Dick’s, Dick’s Sporting Goods wants to extend its reach beyond the typical shopping experience by offering mobile app users bespoke guidance based on their sport, proficiency level and each shopper’s unique needs.

“We designed Coach by Dick’s to meet athletes where they are on their sports journey,” Vlad Rak, chief technology officer at Dick’s, said in a press release. “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.”

The launch of Coach by Dick’s comes as the broader retail industry embraces AI. During the National Retail Federation’s 2026 Big Show earlier this year, Dick’s Executive Chairman Ed Stack was among the executives who spoke about the technology, encouraging the industry not to fear artificial intelligence.

“I think it’s going to have an impact, for sure, but it’s also going to create some other opportunities on the other side, and we always try to take a look at the glass half full,” Stack said.

The creation of Dick’s Sporting Goods’ AI companion comes on the heels of a successful quarter for the retailer. In Q1, the retailer’s net sales and comps rose 6% year over year. In response to its recent growth, the company raised its full-year comparable sales guidance for the Dick’s division to between 2.5% and 4%, a slight increase from its previous estimate of 2% to 4%.