Fanatics partnered with OpenAI to rebuild its Shop the Look tool. The tool now uses OpenAI models to suggest outfits. It pulls from in-stock items matching the style and team of the viewed product. Fanatics applies merchandising rules to keep choices compatible. Recommendations refresh daily. The new version ran a pilot across 30,000 MLB products. It delivered 10% higher engagement than the old tool. It is live on Fanatics’ site and the NFL, NBA, MLB and NHL stores. OpenAI uses Fanatics’ product, team and inventory data to power the suggestions.
What changed
Shop the Look used a non-OpenAI recommendation system.
What it unlocks
Generating coordinated outfit suggestions from in-stock merchandise matching a shopper’s chosen item.
- 10% higher engagement in pilot
- 30,000 MLB products in pilot
What you need to act on it
- shopper views a product page on Fanatics or league partner sites
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