Dick's Deploying AI Agents as 'Digital Coaches'
Dick's Sporting Goods is working with Adobe to enhance its AI-enabled customer experiences.
The Adobe partnership will let the retailer employ AI agents, guiding shoppers with product recommendations and training tips. Designed to be rooted in timely and relevant data, the retailer intends to provide personalized agent reactions that can react to shoppers' changing preferences.
The move comes in response to growing consumer adoption of large language models for discovery and engaging brands.
As part of this, AI traffic to retail sites via users clicking a link jumped 693% year-over-year during the holiday season, according to data from Adobe.
Dick's also is striving for personalization through data signals for a deeper understanding of shopper needs and preferences.
To handle the high volume of content required for its customization efforts, Dick's is using the partnership to streamline its content supply chain.
Dick's refers to its shoppers generally as athletes, and describes the use of AI agents as "digital coaches" for those athletes.
Using AI capabilities in tandem with a deep knowledge of athletes and sport is becoming the pillar of the retailer's strategy, Dick's CTO Vlad Rak said in a statement.
