Dick's Sporting Goods AI Brand Visibility (December, 2025)

ChatGPT Visibility Report

AI Brand Visibility for Dick's Sporting Goods (dickssportinggoods.com) shows a developing but still below-target level of exposure in AI results, led by outdoor sporting equipment purchase with a Visibility Index of 99, an average rank of 2.0, and discovery in about 100% of sampled responses. Across all 5 entities linked to Dick's Sporting Goods, the average Visibility Index is about 60, with very strong LLM confidence at roughly 88% and solid brand discovery around 70%. For the top entity outdoor sporting equipment purchase, AI responses show very strong confidence at about 100% and very strong brand match near 100%, indicating strong visibility quality for the strongest touchpoint. Camping and hiking supplies also contributes to the brand’s footprint, with a Visibility Index of 56, solid discovery close to 75% and very strong confidence around 85%. Another key entity, athletic apparel and gear, holds a below target Visibility Index of 55 with solid discovery (about 75% of responses) and very strong confidence near 80%. Overall, the report clarifies where Dick's Sporting Goods already performs well in AI results and which entities should be prioritized to further strengthen visibility and consistency.

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Company Name: Dick's Sporting Goods

Website: dickssportinggoods.com

Stock Symbol: DKS

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Relevant Entities

Outdoor sporting equipment purchase Athletic apparel and gear Fitness and exercise products Camping and hiking supplies Team sports accessories supply See More Entities

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RankLens measures how visible a brand is inside large language models (LLMs). It runs controlled sampling of AI responses, tracks where and how often your brand is mentioned, and normalizes the results into a Visibility Index so you can benchmark and track AI brand presence over time. RankLens is based on Entity-Conditioned Probing + Resampling principles.

Rank (Avg)

Average ranking position of the entity across all sampling iterations (lower is better).

LLM Confidence

The normalized confidence score the LLM reports for its answers including your brand.

Brand Appearance (SoV)

How many times the brand or website appears in the sampled responses out of total iterations. Share of Voice (SoV): % of all responses the AI assigned to a brand compared to all other brands.

Brand Discovery

The probability (as a percentage) that the brand appears in an LLM response for the tested entities.

Brand Target

A normalized measure based on confidence interval width showing how tightly focused the LLM responses are on the brand.

Brand Match

Accuracy of matching the results to the intended brand name or website.

Visibility Index

An overall score out of 100 combining probability, confidence, and targeting to summarize AI brand visibility.

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