Fanatics partners with OpenAI to revamp Shop the Look tool
Fanatics announced a partnership with OpenAI to overhaul its Shop the Look tool, which curates coordinated outfits for sports fans. The AI system uses the retailer’s product data, team and inventory information to suggest in‑stock merchandise that matches the style and team of a chosen item. The updated tool is live on Fanatics’ website and the online stores for the NFL, NBA, MLB and NHL, and…
Key points
- Fanatics partnered with OpenAI to revamp its Shop the Look tool
- Pilot on 30,000 MLB products yielded 10% higher engagement
- Tool refreshes looks daily and uses in‑stock merchandise across NFL, NBA, MLB, NHL stores
During a pilot covering about 30,000 MLB products, the OpenAI‑powered version produced a 10% higher engagement than the previous tool, the press release said. The move follows OpenAI’s recent work with other retailers, such as Walmart’s in‑platform app inside ChatGPT and the Agentic Commerce Protocol adopted by Nordstrom, Target, Sephora, Lowe’s, Best Buy, The Home Depot and Wayfair.
Fanatics also is testing new in‑store experiences, including a “Game vs. Game” concept in Hong Kong, a second flagship store in Paris and an immersive retail store planned for Atlanta in 2027.
The story so far
2 episodes →- Fanatics partners with OpenAI to revamp Shop the Look toolthis story
Fanatics revamps outfit curation tool with OpenAI
retaildive.com · 29 October 2026
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