How Fanatics and OpenAI streamline the fan experience
Fanatics launched an OpenAI-powered Shop the Look feature that recommends coordinated team merchandise, boosting engagement by 10%.Summary
Fanatics, a global digital sports platform, has partnered with OpenAI to improve the fan experience. The centerpiece is an OpenAI-powered version of Shop the Look, now live across many Fanatics sites including Fanatics.com and the official NFL, NBA, MLB and NHL online stores. When fans browse a team jersey, Shop the Look suggests coordinated outfits on the product page using in-stock items matched to their team and intended style. OpenAI models draw on enriched product data, team and inventory information to assemble recommendations, while Fanatics' merchandising rules keep selections compatible and relevant, with looks refreshed daily. Using Codex, OpenAI and the Fanatics engineering team built custom recommendation tools and tested the first 50 looks in under 24 hours, approving an MVP within the same week. After testing across roughly 30,000 MLB products, the OpenAI-powered experience achieved 10% higher engagement than the previous version. Fanatics also uses ChatGPT Work and Codex across its Corporate, Commerce, Collectibles, and Betting and Gaming businesses.
(Source：OpenAI)