Fanatics teams up with OpenAI for new AI-powered feature
Fanatics has introduced a new shopping suggestion tool called 'Shop the Look', powered by OpenAI's Codex model. This feature aims to help customers quickly find coordinated outfits on product pages, matching items based on team and style preferences. Fanatics' chief product officer Justin Tsai explains that traditional methods like photo shoots can't keep up with their rapidly expanding catalog.…
Key points
- Fanatics introduces 'Shop the Look' powered by OpenAI's Codex
- Feature suggests coordinated outfits on product pages based on team and style preferences
- Rollout resulted in a 10% increase in recommended item views
Fanatics teams up with OpenAI for new AI-powered shopping suggestion feature
CNBC Technology · 26 October 2026
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