Fanatics Launches OpenAI-Powered 'Shop the Look', Reporting 10% Engagement Lift in Tests
Fanatics deploys an AI-driven outfit recommendation feature using OpenAI models, achieving a 10% increase in user engagement during MLB product tests.
Global digital sports platform Fanatics announced a collaboration with OpenAI to launch an AI-powered version of its 'Shop the Look' feature across its e-commerce network, including Fanatics.com and the official online stores for the NFL, NBA, MLB, and NHL. The feature uses AI models to recommend coordinated merchandise to help fans complete their game-day outfits.
According to the OpenAI blog post, Fanatics' engineering team used Codex to rapidly develop custom recommendation tools for enriching product data, finding compatible merchandise, and generating looks. Testing the first 50 products took less than 24 hours, and after a few days of iteration, the minimum viable product was approved and deployed to production within the same week.
In tests covering approximately 30,000 MLB products, the new OpenAI-powered experience achieved 10% higher engagement compared to the previous version. OpenAI models draw on enriched product data, team information, and inventory status to assemble recommendations, while Fanatics' merchandising rules ensure relevance and compatibility.