Fanatics launches OpenAI-powered Shop the Look, achieving 10% higher engagement

·2026.10.26 16:00

Key point

The feature, live on Fanatics.com and major league stores, recommends coordinated merchandise using ChatGPT and Codex to help fans complete game-day outfits.

Details

Fanatics launched an OpenAI-powered version of Shop the Look, which uses AI models to recommend coordinated merchandise for game-day outfits.
The new experience achieved 10% higher engagement than the previous version after testing on approximately 30,000 MLB products.
Engineering teams used Codex to build custom recommendation tools, testing the first 50 products in under 24 hours and scaling the solution to thousands of items.
The feature is live across the Fanatics network, including Fanatics.com and official NFL, NBA, MLB, and NHL online stores, with looks refreshed daily based on inventory and merchandising rules.

openai codex chatgpt ecommerce recommendation-engine fanatics sports-merchandise

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