DICK'S Sporting Goods launches AI coach feature in mobile app

DICK'S Sporting Goods (NYSE: DKS) announced the launch of Coach by DICK'S, an artificial intelligence-powered conversational feature designed to provide product recommendations and sports guidance to athletes through the company's mobile application.

The AI coach, built using Adobe Brand Concierge technology and DICK'S proprietary content, will provide personalized product recommendations based on users' sports interests, skill levels and specific needs. The feature will also offer training tips and product education through conversational interactions within the app.

"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 deliver trusted guidance through our app in a way that feels personal and relevant," said Emily Silver, Chief Marketing, eCommerce and Athlete Experience Officer at DICK'S.

The AI system will adapt to user preferences, goals and behaviors to provide guidance on product selection and services. According to the company, the feature aims to help athletes navigate purchasing decisions and receive sport-specific advice through natural conversation.

Vlad Rak, Chief Technology Officer at DICK'S, stated that the system combines product knowledge with sports understanding to provide real-time guidance tailored to individual athlete needs.

The Coach by DICK'S feature will begin rolling out within the DICK'S mobile app in June, with additional capabilities planned for future releases. The company indicated that the AI coach represents an extension of the expertise typically found in DICK'S physical stores into a digital format.

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