Dick’s Sporting Goods partners with Adobe to provide AI 'digital coaches'
The nation’s largest sporting goods retailer is collaborating with a major technology provider on new artificial intelligence capabilities for shoppers.
Dick’s Sporting Goods is partnering with Adobe to provide customers with personalized agentic AI assistance. Leveraging the Adobe Brand Concierge solution, the retailer will deliver immersive conversational experiences to customers via its mobile app. AI agents acting as digital coaches will provide personalized product recommendations and tailored training tips based on timely and relevant data to help ensure every agent interaction is customized and reacts to changing customer preferences.
Dick’s is also using Adobe Experience Platform to combine data signals across customer interactions to more deeply understand individual needs and preferences and Adobe Journey Optimizer to orchestrate cross-channel experiences. Other Adobe solutions the retailer is deploying include generative AI technology to help personalize digital content at both the personalized and customer cohort levels.
“Every athlete’s [Dick's refers to its customers as athletes] journey is unique, and it is our job to ensure that every interaction with our brand is focused on helping our athletes achieve their dreams,” said Emily Silver, chief marketing, e-commerce and athlete experience officer, Dick’s. “Our partnership with our technology team and Adobe will help us meet the promise of personalization at scale through AI, with a data and content foundation that enables our teams to deliver the power of our opinion and expert knowledge and create unique experiences for every athlete.”
Dick’s has been venturing into digital content and immersive experiences. In August 2025, the retailer announced the launch of Cookie Jar & A Dream Studios, a content and production studio that it says is dedicated to telling “powerful, human-centered stories through the lens of sport.”
In addition, the retailer offers interactive online version, dubbed Virtual HOS, of its Dick’s House of Sport experiential retail concept. An avatar of former star NFL player J.J. Watt guides customers through the virtual store while highlighting interactive features such as a climbing wall.
[READ MORE: Dick’s Sporting Goods taps J.J. Watt to help launch virtual House of Sport concept]
“Dick’s Sporting Goods is writing the playbook for the modern athlete experience, moving to immersive and interactive engagements that are highly personalized, in their stores and online,” said Rachel Thornton, chief marketing officer, Adobe Enterprise. “Our partnership speaks to the value that AI can bring when CMOs and CTOs collaborate, building on top of an integrated customer data platform, that makes it easier for marketing teams to understand preferences and deliver experiences that are intuitive, relevant and deepen brand loyalty.”
Founded in 1948 and headquartered in Pittsburgh, Dick’s Sporting Goods operates more than 850 Dick’s Sporting Goods, Golf Galaxy, Public Lands and Going Going Gone! Stores nationwide.
