# Fanatics partners with OpenAI to revamp Shop the Look tool

Digest AI · Marketing & Small Business · published 2026-10-29T05:58:00Z

Canonical: https://digestai.news/story/fanatics-partners-with-openai-to-revamp-shop-the-look-tool

## Summary

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 refreshes looks daily.

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.

## 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

## Why it matters

AI‑driven personalization boosts retail engagement and shows OpenAI’s expanding role in e‑commerce, benefiting both consumers and retailers.

## Sources

1. [Fanatics revamps outfit curation tool with OpenAI](https://retaildive.com/news/fanatics-openai-outfit-curation-tool/873180) (retaildive.com, 2026-10-29)

Part of the developing story: [Fanatics OpenAI Revamp Sports Shopping](https://digestai.news/thread/fanatics-teams-up-with-openai-for-new-ai-powered-feature) (2 stories)

## Cite

Digest AI, "Fanatics partners with OpenAI to revamp Shop the Look tool", 29 October 2026, https://digestai.news/story/fanatics-partners-with-openai-to-revamp-shop-the-look-tool

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