Dick's Sporting Goods Teams Up With Adobe on AI

Published: 2026-04-21 13:24:17 ET ADBE

Published on 04/21/2026 at 01:24 pm EDT

By Kelly Cloonan

Dick's Sporting Goods is working with Adobe on artificial intelligence-driven shopping capabilities.

Through the partnership, Dick's will offer AI agents designed to guide shoppers from personalized product recommendations to training tips, the companies said Tuesday. They are also working to use Dick's customer data to push timely, relevant content to boost engagement, and are looking to streamline Dick's content engine to allow for personalized content at scale.

The partnership aims to meet demand for more customized shopping experiences. Dick's customers -- those who actively play sports as well as fans -- expect a high level of personalization and guidance tailored to their goals, the company said.

"From stores to online, from shopping to performance services, AI capabilities -- powered by our deep knowledge of athletes and sport -- are becoming the pillar of our strategy," Dick's Chief Technology Officer Vlad Rak said.

Write to Kelly Cloonan at [email protected]

(END) Dow Jones Newswires

04-21-26 1323ET