{"id":465960,"date":"2026-05-25T09:12:13","date_gmt":"2026-05-25T09:12:13","guid":{"rendered":"https:\/\/www.newsbeep.com\/ie\/465960\/"},"modified":"2026-05-25T09:12:13","modified_gmt":"2026-05-25T09:12:13","slug":"dicks-offers-athletes-access-to-an-ai-powered-coach","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ie\/465960\/","title":{"rendered":"Dick’s Offers Athletes Access to an AI-Powered Coach"},"content":{"rendered":"

Dick\u2019s Sporting Goods<\/a> has introduced a conversational artificial intelligence tool for athletes.<\/p>\n

Coach by Dick\u2019s is designed to \u201csupport athletes throughout their journey, whether they are just getting started in a sport, improving their game, looking for the latest performance gear or getting ready for this weekend\u2019s tailgate,\u201d the retailer said in a news release<\/a> Friday (May 22).<\/p>\n

Found on the company\u2019s mobile app, Coach is designed to provide guidance \u201crooted in sport, product knowledge and individual athlete needs,\u201d the release added, using a mix of agentic AI<\/a>, Adobe Brand Concierge and Dick\u2019s \u201ccontent and knowledge.\u201d<\/p>\n

Through \u201cnatural conversation\u201d Coach helps athletes get tailored product recommendations, access tips and education, and make decisions about products and services, the release added.<\/p>\n

\u201cWe designed Coach by Dick\u2019s to meet athletes where they are on their sports journey,\u201d said Vlad Rak<\/a>, chief technology officer at Dick\u2019s.\u00a0<\/p>\n

\u201cBy 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\u2019s relevant in the moment. Coach by Dick\u2019s helps guide athletes to the right product, the right fit, and trusted expertise so every interaction is personal to what they need.\u201d<\/p>\n

Advertisement: Scroll to Continue<\/p>\n

This isn\u2019t Dick\u2019s first foray into AI use. Company officials said last year that the retailer was focused on AI-driven inventory management and RFID (radio frequency identification<\/a>) automation in its stores.<\/p>\n

\u201cWe\u2019re investing in tools for our teammates so that they use RFID to help find products around the store and to be able to send products faster to athletes,\u201d CEO Lauren Hobart<\/a> told analysts on an earnings call. \u201cAnd we have AI embedded<\/a> in many of these tools. We\u2019ve got search function, supercharge search on e-com that is based on AI enablement and as is teammate scheduling, and product and merch assortment planning.\u201d<\/p>\n

Research<\/a> by PYMNTS Intelligence has found large numbers of consumers interested in using agentic AI for a range of purposes, including the 71% who said they would consider using the technology for health and wellness management, and 70% show interest in using AI agents for travel planning.\u00a0<\/p>\n

\u201cBeyond the headline numbers, the report surfaces a structural shif<\/a>t with implications for banks, networks and merchants,\u201d PYMNTS wrote earlier this year. \u201cAs consumers become accustomed to AI-native interfaces, many begin to prefer an end-to-end journey inside those environments.\u201d<\/p>\n

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