Fanatics rebuilt its Shop the Look tool with OpenAI, so when a shopper opens a product page, OpenAI’s models put together full outfits around that item, drawing only on gear that’s currently in stock and matches its style and team. The tool runs on Fanatics’ own site and the online stores it operates for the NFL, NBA, MLB and NHL. OpenAI builds the suggestions from Fanatics’ product, team and inventory data, while Fanatics applies its own merchandising rules to keep the pairings compatible, and the outfits refresh every day. Fanatics said the new version drove 10% more engagement than the old one in a pilot covering roughly 30,000 MLB items.
