Adobe has partnered with DICK’S Sporting Goods to enhance customer engagement through AI-driven personalization across digital and in-store experiences. The collaboration aims to create a more tailored “athlete journey” by leveraging Adobe’s enterprise solutions and data platforms.

The initiative will introduce AI-powered “digital coaches” that provide personalized product recommendations, training guidance, and interactive experiences via DICK’S mobile app and other channels. It will also integrate customer data across touchpoints to deliver more relevant and timely content.

Additionally, the partnership focuses on scaling content production using generative AI tools, enabling DICK’S to create customized marketing materials more efficiently.

Adobe said the collaboration highlights the growing role of AI in delivering highly personalized retail experiences and strengthening customer loyalty.