DICK'S Sporting Goods Introduces an AI-Based Virtual Coach in Its Mobile App
DICK'S launches Coach, a conversational AI assistant integrated into its mobile app.
DICK'S Sporting Goods announced on May 22, 2026, the launch of Coach by DICK'S, a conversational artificial intelligence tool integrated into its mobile app. According to a press release published by PR Newswire, this virtual assistant combines DICK'S content and expertise with Adobe Brand Concierge technology to provide personalized recommendations, "Pro Tips" training advice, and assistance in selecting products and services tailored to athletes' needs.
A User-Centric Tool
Described as an "agentic conversational coach," Coach by DICK'S aims to offer an enriching and interactive experience beyond a simple transactional search engine. Emily Silver, Chief Marketing, eCommerce and Athlete Experience Officer at DICK'S Sporting Goods, stated, "Coach by DICK'S allows us to scale what makes us special, our people, our point of view, and our deep connection to sport." Vlad Rak, Chief Technology Officer, added, "By bringing together the depth of our product knowledge... we can respond in real time with guidance that's relevant in the moment."
Key Features and Technology
The announcement specifies that Coach by DICK'S utilizes Adobe Brand Concierge in addition to the company's extensive knowledge. Here are some of the key features detailed in the release:
- Product recommendations tailored to the sport, skill level, and specific needs of the user.
- Training advice and education on products based on DICK'S sports expertise.
- Adaptive assistance that adjusts to user behaviors to guide their decision-making.
An Approach Aligned with the Company's Technological Initiatives
The launch of this AI assistant is part of a broader digitalization strategy at DICK'S Sporting Goods. PYMNTS highlights that this initiative follows previous projects involving AI-based inventory management and RFID automation pilots, mentioned during a company earnings call last year. The media describes Coach by DICK'S as a natural extension of the company's digital efforts, rather than an isolated experiment.
Challenges for the Retail Sector
This innovation reflects a general trend observed in the sector, where retailers combine conversational assistance tools with product databases, proprietary content, and technological solutions like brand concierge services. These systems aim to balance business objectives (product conversion) and user engagement (advice and training) to increase session value and encourage repeat usage.
For players developing similar experiences, the quality of catalog metadata, real-time inventory signals, and validation of sport-specific educational content are critical focal points to ensure the success of such initiatives.
Perspectives to Watch
Success indicators to monitor include the adoption rates of Coach by DICK'S app users, the connection between recommendations and real-time inventory management or in-store pickup options, as well as any public feedback on system performance (increased conversions, engagement, or return rates). However, as current coverage mentions, available information remains limited to the official press release and industry analyses.
Conclusion
With Coach by DICK'S, DICK'S Sporting Goods continues to strengthen its position as a major player in integrating artificial intelligence tools into retail. While this launch does not represent a radical technological breakthrough, it provides relevant insights for professionals developing similar tools in the fields of conversation and personalized commerce.
Geoffrey G.
