Fanatics and OpenAI enhance fan engagement with ai-powered shopping feature

Fanatics, a global digital sports platform, has launched an AI-powered version of its 'Shop the Look' feature, developed in collaboration with OpenAI. The new tool uses OpenAI models to recommend coordinated merchandise, helping fans complete their game-day outfits. The feature is now live on multiple Fanatics sites, including Fanatics.com and official NFL, NBA, MLB, and NHL stores. OpenAI's models leverage enriched product data and inventory information to generate recommendations, which are refined by Fanatics' merchandising rules and updated daily. The AI-powered Shop the Look experience, tested on 50 products, achieved 10% higher engagement than its predecessor. Fanatics used OpenAI's Codex to develop custom recommendation tools, enabling rapid creation and scaling of the feature across thousands of products. The solution was implemented in production within a week, showcasing the efficiency of the partnership. Testing on 30,000 MLB products confirmed the effectiveness of the AI-driven approach in enhancing fan engagement.