As AI-driven discovery reshapes retail, DICK’S Sporting Goods is deploying Adobe’s enterprise AI stack to deliver personalized guidance at scale – from product recommendations to tailored training content for every customer.
DICK’S Sporting Goods has signed a technology partnership with Adobe to expand AI-driven personalization across its customer experience, from product discovery through post-purchase engagement. The companies announced the agreement April 21 at Adobe Summit in Las Vegas.
The rollout centers on three areas:
1. conversational agents inside the DICK’S mobile app,
2. cross-channel personalization built on Adobe’s enterprise data platform,
3. and tools to generate and adapt marketing and product content at higher volume.
The announcement comes as retailers adjust to changes in online discovery. Adobe said AI-generated referrals to retail sites increased 693 percent year-over-year during the 2025 holiday season, citing its own analytics.
DICK’S plans to add Adobe Brand Concierge to its app, using conversational prompts to guide product recommendations based on customer inputs. The company also intends to pair commerce interactions with sport-specific training tips.
The personalization stack is centered on Adobe Experience Platform, which aggregates customer data across touchpoints. Adobe Real-Time CDP will be used to build audiences from live signals, while Adobe Journey Optimizer will coordinate messaging across channels including email, mobile, in-store and digital.
To support personalization at scale, the partnership extends into content operations via Adobe GenStudio. The package includes Adobe Workfront for workflow management, Adobe Experience Manager for asset activation, and Adobe Firefly Services with custom models to generate brand-aligned creative variations for different channels.
