Fanatics and OpenAI are collaborating to improve the fan experience by launching an OpenAI-powered version of Shop the Look, which uses AI models to recommend coordinated merchandise to help fans complete their game-day outfits (OpenAI News). The feature is now live across many sites in the Fanatics network, including Fanatics.com and the official NFL, NBA, MLB, and NHL online stores (OpenAI News). When fans browse for their favorite team's jersey, Shop the Look suggests coordinated outfits on the product page using in-stock items that match their team and intended style (OpenAI News).
OpenAI models draw on enriched product data, team, and inventory information to assemble the recommendations, while Fanatics' merchandising rules keep selections compatible and relevant (OpenAI News). Using Codex, OpenAI and Fanatics' engineering team quickly developed custom recommendation tools and tested the new approach on 50 products in less than a day (OpenAI News). 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 (OpenAI News).
For commerce practitioners, this deployment illustrates how AI-driven personalization can accelerate time-to-market for new recommendation features while driving measurable engagement lift. The rapid iteration cycle—from concept to MVP approval in one week—shows how generative AI and APIs enable cross-functional teams to move at scale without lengthy development cycles.