OpenAI said Fanatics has added an AI-powered version of Shop the Look to its online stores, giving shoppers coordinated sports merchandise suggestions on product pages.
The feature is available on Fanatics.com and the official online shops for the NFL, NBA, MLB and NHL, as well as other sites in Fanatics’ network, OpenAI said. It is intended to help fans find available merchandise that matches the item they are viewing, their team and their style.
OpenAI said its models use enriched product information, team details and inventory data to make recommendations. Fanatics’ merchandising rules guide which items can be paired, and suggestions refresh daily as catalogs change.
OpenAI and Fanatics engineers used Codex to build tools for enriching product and catalog data, finding compatible merchandise, evaluating recommendations and generating looks. OpenAI said an initial test involving 50 products took less than 24 hours.
The companies later tested recommendations across about 30,000 MLB products. OpenAI reported that engagement was 10% higher with the updated feature than with the previous version. Its announcement did not give the test period, baseline or definition of engagement, or say whether the reported gain led to more purchases.
