Retail chain DICK’S Sporting Goods has decided it needs an AI assistant too. The company just announced “Coach by DICK’S,” an agentic AI powered chatbot built into its mobile app that aims to guide athletes with product recommendations, training advice, and shopping suggestions tailored to their interests and goals.
According to DICK’S, the system is powered by Adobe Brand Concierge alongside the retailer’s own product and sports knowledge. Users can supposedly chat naturally with the AI to get help choosing gear, learning about products, or figuring out what they need for a particular sport or activity. The assistant is also designed to adapt over time based on behavior and preferences.
I’ll admit, I’m a bit skeptical about whether a sporting goods retailer actually needs AI for this. Buying cleats, a basketball, or a hoodie is not exactly some impossible task that requires artificial intelligence to solve. Part of the appeal of stores like DICK’S has traditionally been talking to real employees who know the products and sports firsthand. There’s something a little odd about replacing that experience with a chatbot.
Then again, I also can’t really blame the company for jumping on the AI bandwagon. Right now, every retailer seems terrified of looking behind the curve while competitors race to slap AI into apps, websites, and shopping experiences. Investors love hearing the letters “AI,” and companies clearly feel pressure to show they are part of the trend whether customers asked for it or not.
DICK’S says the AI coach can recommend products based on a shopper’s sport, skill level, and interests while also offering training tips and educational guidance. The company also says the experience will evolve alongside the athlete’s journey, which is corporate speak for the AI learning from how people interact with it over time.
The bigger story here may be how quickly AI is spreading into traditional retail. A few years ago, sporting goods stores mostly competed on pricing, inventory, and store locations. Now companies are trying to turn shopping apps into AI driven ecosystems designed to keep customers engaged long after they leave the store.
Coach by DICK’S will begin rolling out in the company’s mobile app starting in June, with more features planned later. Whether shoppers actually want an AI sports coach inside a retail app is another question entirely.
