Fanatics Launches OpenAI's AI on Shop the Look

Fanatics leverages OpenAI models to recommend coordinated outfits on its sports retail sites. After testing approximately 30,000 MLB products, the measured engagement exceeds the previous experience by over 10%. The solution, designed with Codex and validated in just one week, is being expanded to thousands of references.

Initial Engagement Gains and Broad Deployment

After tests on around 30,000 MLB products, the OpenAI-powered Shop the Look experience recorded over a 10% increase in engagement compared to the previous version. This feature is available on many sites within the Fanatics network, including Fanatics.com and the official online stores of the NFL, NBA, MLB, and NHL. The approach has been extended to thousands of products, with looks updated daily based on catalog changes. Fanatics, a global digital sports platform, is scaling this deployment across its properties.

Recommendations Built on Enriched Data and Inventory

OpenAI models utilize enriched product data, team information, and stock levels to generate recommendations. Fanatics' merchandising rules ensure the compatibility and relevance of the selections offered. When a fan views their team's jersey, the product page suggests coordinated outfits based on available items that match the team and the desired style. This feature facilitates the discovery of complementary items and helps assemble a complete game day outfit. Shop the Look, powered by OpenAI models, currently offers this experience on Fanatics stores.

An MVP in One Week Thanks to Codex and Rapid Iteration

Using Codex, the teams from OpenAI and Fanatics' engineering quickly developed custom tools to enrich product data, identify compatible items, evaluate suggestions, and generate looks for each product. The initial test on 50 products took less than a day, followed by a review from Fanatics and direct feedback to the developers. After a few days of iterations, the minimum viable product was validated in the same week. OpenAI contributed to designing the solution that enabled the integration of Shop the Look into production at Fanatics. This collaboration is part of a broader use of ChatGPT and Codex within the Corporate, Commerce, Collectibles, and Betting and Gaming divisions, aimed at enhancing the fan experience.