The report "Dick’s Offers Athletes Access to an AI-Powered Coach" describes a concrete shift in digital assets and crypto payments. Dick’s Sporting Goods has introduced a conversational artificial intelligence tool for athletes. Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required. By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our Privacy Policy and Terms and Conditions. Coach by Dick’s is designed to “support 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’s tailgate,” the retailer said in a news release Friday (May 22). Found on the company’s mobile app, Coach is designed to provide guidance “rooted in sport, product knowledge and individual athlete needs,” the release added, using a mix of agentic AI, Adobe Brand Concierge and Dick’s “content and knowledge.” Through “natural conversation” Coach helps athletes get tailored product recommendations, access tips and education, and make decisions about products and services, the release added. “We designed Coach by Dick’s to meet athletes where they are on their sports journey,” said Vlad Rak, chief technology officer at Dick’s. “By 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’s relevant in the moment. Coach by Dick’s helps guide athletes to the right product, the right fit, and trusted expertise so every interaction is personal to what they need.” This isn’t Dick’s first foray into AI use.