DICK'S Launches AI-Powered Coach in Mobile App

DICK'S Sporting Goods announced the launch of Coach by DICK'S on May 22, 2026, in a PR Newswire release. The release describes Coach by DICK'S as an "agentic AI-powered conversational Coach" embedded in the DICK'S mobile app that delivers tailored guidance rooted in sport and product knowledge. The release quotes Emily Silver, Chief Marketing, eCommerce and Athlete Experience Officer: "Coach by DICK'S allows us to scale what makes us special, our people, our point of view, and our deep connection to sport," and quotes Vlad Rak, Chief Technology Officer: "By bringing together the depth of our product knowledge... we can respond in real time with guidance that's relevant in the moment." (PR Newswire)

The PR Newswire release states Coach by DICK'S is built using Adobe Brand Concierge combined with DICK'S own content and knowledge. Per the release, Coach supports athletes through "natural conversation" and helps users by providing:

• •tailored product recommendations based on sport, level and needs
• •training Pro Tips and product education grounded in DICK'S sport knowledge
• •decision guidance across products and services that the release says is expected to evolve with user behavior (PR Newswire)

PYMNTS coverage of the launch reproduces the company release and additionally notes DICK'S has previously pursued AI-driven inventory management and RFID automation, citing comments made on the company's earnings call last year (PYMNTS). The PYMNTS piece frames Coach as an extension of those broader digital and AI efforts rather than an isolated experiment.

Industry-pattern observations: Retailers adding conversational, agentic assistants typically combine product catalog signals, first-party content, and vendor tools like brand-concierge services to surface recommendations and education. Such systems commonly balance commerce intents (product conversion) with engagement goals (tips, training) to increase session value and repeat usage.

Observed patterns in similar deployments suggest integration points that matter operationally: catalog and SKU metadata quality, real-time inventory signals for recommendation accuracy, and logging for conversational analytics. Teams building comparable experiences will watch how the assistant incorporates behavioral signals over time and how product-education content is validated for sport-specific accuracy.

Indicators worth monitoring include user adoption metrics inside the DICK'S app, the degree to which recommendations are tied to live inventory or store pickup options, and any public follow-ups documenting performance (conversion lift, engagement, or returns). Reporting to date is limited to the PR release and trade coverage;