Fanatics Taps OpenAI to Rebuild Shop the Look AI Outfit Tool

Fanatics has partnered with OpenAI to remake its Shop the Look tool, which uses AI models to curate coordinated outfits for sports fans, the retailer said in a Monday press release. The tool is live on Fanatics' website and the online stores of the NFL, NBA, MLB and NHL. When shoppers view a product page, the tool suggests in-stock merchandise matching the item's style and team, refreshed daily. OpenAI draws on Fanatics' product, team and inventory data, while Fanatics applies merchandising rules to keep suggestions "compatible and relevant." Following a pilot across about 30,000 MLB products, the OpenAI-supported version generated 10% higher engagement than its predecessor, the release said. The deal adds to OpenAI's retail push: Walmart launched an in-ChatGPT app earlier this year, and retailers including Nordstrom, Target and Best Buy have adopted its Agentic Commerce Protocol.