Fanatics and OpenAI are collaborating to streamline the fan experience, with the first public result being an OpenAI-powered version of Shop the Look. The feature is now live across many Fanatics properties, including Fanatics.com and the official NFL, NBA, MLB, and NHL online stores. When fans browse a product such as a team jersey, Shop the Look suggests coordinated outfits on the product page, using in-stock items that match the fan’s team and intended style. OpenAI models pull together enriched product data, team information, and inventory data to assemble these recommendations, while Fanatics‘ merchandising rules keep the selections compatible and relevant. The looks are refreshed daily as catalogs change.

Beyond the consumer-facing feature, Fanatics is adopting OpenAI tools across its corporate, commerce, collectibles, and betting and gaming operations, specifically ChatGPT Work and Codex. The engineering work behind Shop the Look shows how quickly the two teams moved: using Codex, OpenAI and the Fanatics engineering team built custom recommendation tools to enrich product and catalog data, find compatible merchandise, evaluate recommendations, and generate looks for each product. Testing on 50 products took less than a day, and after a couple of days of iteration, Fanatics approved the minimum viable product that same week. OpenAI helped design the solution, allowing Fanatics to deploy it in production and scale the approach across thousands of products.

Fanatics also reported early quantitative results from the rollout. After testing the recommendations across roughly 30,000 MLB products, the OpenAI-powered Shop the Look experience achieved 10% higher engagement than the previous experience. The article does not provide additional detail on measurement methodology or longer-term results, but the described collaboration combines OpenAI‘s model capabilities with Fanatics‘ merchandising rules and product data to deliver a practical, production-scale personalization feature.