OPENAI · 2026-10-26 14:11 UTC

How Fanatics and OpenAI streamline the fan experience

Fanatics and OpenAI launched an AI-powered Shop the Look feature that recommends coordinated merchandise to fans using ChatGPT and Codex models. The feature is live across Fanatics.com and official NFL, NBA, MLB, and NHL online stores, with daily refreshed recommendations based on product data and inventory. Testing on 30,000 MLB products showed 10% higher engagement compared to the previous experience.

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