{"version":1,"type":"story","url":"https://digestai.news/story/fanatics-teams-up-with-openai-for-new-ai-powered-feature","json":"https://digestai.news/story/fanatics-teams-up-with-openai-for-new-ai-powered-feature.json","markdown":"https://digestai.news/story/fanatics-teams-up-with-openai-for-new-ai-powered-feature.md","slug":"fanatics-teams-up-with-openai-for-new-ai-powered-feature","headline":"Fanatics launches OpenAI-powered Shop the Look for sports fans","summary":"Fanatics has launched a new AI-driven feature called Shop the Look, developed in collaboration with OpenAI. The tool uses AI models to recommend coordinated merchandise, helping fans complete game-day outfits by suggesting in-stock items that match their team and style. This feature is now live on Fanatics.com and the official online stores for the NFL, NBA, MLB, and NHL.\n\nThe development process utilized ChatGPT Work and Codex to create custom recommendation tools that enrich product data and identify compatible items. Fanatics reported that testing the first 50 products took less than 24 hours. After a week of iteration and feedback, the company approved the minimum viable product and scaled the solution across thousands of items.\n\nAccording to the article, the new experience achieved 10% higher engagement than the previous Shop the Look feature when tested across roughly 30,000 MLB products. Fanatics uses OpenAI tools across its corporate, commerce, collectibles, and betting divisions to streamline operations and improve the customer experience.","keyPoints":["Fanatics launched an OpenAI-powered Shop the Look feature across major sports league stores.","Testing 50 products took less than 24 hours using Codex and custom recommendation tools.","The new experience achieved 10% higher engagement than the previous version on MLB products."],"whyItMatters":"This demonstrates how large retail platforms can use AI to personalize product recommendations at scale, improving customer engagement and sales efficiency in the sports merchandise market.","category":{"slug":"enterprise","name":"Enterprise & Industry","url":"https://digestai.news/category/enterprise"},"entities":{"companies":["Fanatics","OpenAI"],"models":["ChatGPT Work","Codex"],"people":[]},"firstPublishedAt":"2026-10-26T13:02:37Z","updatedAt":"2026-10-26T13:02:37Z","sourceCount":2,"hasPrimarySource":true,"sources":[{"outlet":"OpenAI","title":"How Fanatics and OpenAI streamline the fan experience","url":"https://openai.com/index/fanatics-streamline-fan-experience","publishedAt":"2026-10-26T07:00:00Z","type":"primary","primary":true,"lead":true},{"outlet":"CNBC Technology","title":"Fanatics teams up with OpenAI for new AI-powered shopping suggestion feature","url":"https://cnbc.com/2026/10/26/fanatics-openai-codex-sports-merchandise-shopping.html","publishedAt":"2026-10-26T13:02:37Z","type":"press","primary":false,"lead":false}],"sourceNotes":null,"discussions":[],"thread":null,"cite":{"text":"Digest AI, \"Fanatics launches OpenAI-powered Shop the Look for sports fans\", 26 October 2026, https://digestai.news/story/fanatics-teams-up-with-openai-for-new-ai-powered-feature","publisher":"Digest AI","title":"Fanatics launches OpenAI-powered Shop the Look for sports fans","datePublished":"2026-10-26T13:02:37Z","url":"https://digestai.news/story/fanatics-teams-up-with-openai-for-new-ai-powered-feature"},"generatedBy":"Written by Digest AI's editorial model from the linked sources; the sources are the record.","license":"Headlines, digests and key points are written by Digest AI and may be quoted with a link to the story page. Linked articles belong to their publishers. Terms: https://digestai.news/terms#reuse"}