Fanatics launched a new AI-driven “Shop the Look” feature across its digital sports platforms, utilizing OpenAI technology to suggest coordinated team apparel and streamline merchandise shopping for fans, OpenAI reported.
Fanatics Deploys OpenAI Across Corporate and Commerce Operations
Global digital sports platform Fanatics integrated ChatGPT Work and Codex across multiple corporate divisions, including commerce, collectibles, and betting and gaming. The collaboration centers on the newly deployed “Shop the Look” feature, which is currently live across Fanatics.com as well as the official online stores for the National Football League, National Basketball Association, Major League Baseball, and National Hockey League.
When shoppers search for a team jersey, the feature automatically generates product page suggestions for matching items. The system selects apparel in the correct team colors and styles from available inventory. OpenAI models power the feature by drawing on enriched product data, team details, and live stock availability. Merchandising rules established by Fanatics govern the algorithms to ensure consistency, while automated catalog updates refresh the suggested outfits daily.
Building and Testing Fifty Custom Looks in Twenty-Four Hours
Development moved rapidly during the initial testing phase. Using Codex, engineering teams from OpenAI and Fanatics built custom recommendation tools within a single day to enrich product catalogs, identify compatible items, evaluate suggestions, and generate outfits. Developers tested the approach on an initial cohort of 50 products in under 24 hours.
Fanatics teams up with OpenAI for new AI-powered shopping suggestion feature https://t.co/3zDJr7WNk5
— https://x.com/CNBCtech/status/2114707782989430799
Fanatics reviewed the generated outfits and provided direct feedback to the engineering teams. After two days of iterative refinement, the company approved a minimum viable product within the same week. OpenAI assisted in engineering the production environment solution, allowing Fanatics to scale the “Shop the Look” experience across thousands of items.
Ten Percent Engagement Increase Recorded in Major League Baseball Tests
During initial performance evaluations on approximately 30,000 Major League Baseball products, the OpenAI-powered recommendation tool recorded a 10 percent higher engagement rate compared to previous catalog systems, according to OpenAI.
Fanatics Expands Shop the Look Catalog to More Items
Fanatics continues to monitor platform performance across its league partnerships as the expanded “Shop the Look” catalog rolls out to thousands of additional items on official team online stores.
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