Where is Shop the Look available?

It is live across many sites in the Fanatics network, including Fanatics.com and the official NFL, NBA, MLB and NHL online stores.

How does Shop the Look generate recommendations?

OpenAI models draw on enriched product data, team and inventory information, while Fanatics' merchandising rules keep selections compatible and relevant.

Large Language ModelsAI Business & IndustryOpenAI Blog54m agoOct 27, 2026, 01:00 JST

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

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3 Key Points

What happened
Fanatics launched an OpenAI-powered Shop the Look across Fanatics.com and the official NFL, NBA, MLB and NHL online stores; testing on roughly 30,000 MLB products showed 10% higher engagement.
Why it matters
The higher engagement suggests AI-generated outfit recommendations can lift shopper interaction on product pages, a potential gain for Fanatics' merchandise sales.

WHO IT HITSE-commerce and merchandising teams at sports retailers may see AI-driven product recommendations as a way to increase engagement, based on Fanatics' reported 10% lift.

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Context & Analysis

Fanatics is positioning Shop the Look as a practical application of OpenAI models within its existing e-commerce operations. The tool builds on product, team and inventory data, with merchandising rules ensuring recommendations stay relevant. The reported 10% engagement lift across roughly 30,000 MLB products provides a concrete signal that AI-assisted merchandising can influence shopper behavior. Fanatics also uses ChatGPT Work and Codex across its corporate, commerce, collectibles, and betting and gaming divisions, suggesting the collaboration extends beyond this single feature. The daily refresh of looks indicates the system is designed to keep pace with changing catalogs.

FAQ

Where is Shop the Look available?: It is live across many sites in the Fanatics network, including Fanatics.com and the official NFL, NBA, MLB and NHL online stores.
How does Shop the Look generate recommendations?: OpenAI models draw on enriched product data, team and inventory information, while Fanatics' merchandising rules keep selections compatible and relevant.

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