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Fanatics has partnered with OpenAI to make shopping for sports merchandise easier with artificial intelligence. The sports retail platform has launched an upgraded version of its 'Shop the Look' feature, which recommends matching merchandise based on the team and style of the product a customer is viewing.
The feature is now available across several Fanatics websites, including Fanatics.com and official online stores for the NFL, NBA, MLB, and NHL. It uses OpenAI technology to help shoppers find coordinated outfits without searching through thousands of separate product listings.
The new Shop the Look feature uses AI models to analyze product information, team details, and available inventory. For example, when a shopper views a team jersey, the system can suggest matching caps, socks, and other merchandise that complement the item.
Fanatics also applies its own merchandising rules to keep recommendations relevant. This is particularly important for sports fans, who often want every item to match their preferred team rather than receive generic clothing suggestions.
Recommendations are refreshed daily as product catalogs and stock levels change. This allows the feature to reflect available merchandise instead of suggesting items that customers can no longer purchase.
Fanatics and OpenAI tested the new experience across approximately 30,000 MLB products. According to OpenAI, the updated feature generated 10% higher engagement than the previous Shop the Look experience.
The companies also used OpenAI’s Codex to develop and test the recommendation tools. Initial testing for 50 products took less than 24 hours, followed by further adjustments based on Fanatics’ feedback.
The system was then prepared for wider deployment across thousands of products. However, the reported engagement increase does not automatically mean sales rose by the same percentage. The companies have not disclosed a corresponding increase in revenue or conversion rates.
Fanatics sells more than 1.5 million distinct products across its online stores and operates in a market where merchandise changes frequently. New products arrive regularly, particularly around major sporting events, championship wins, and team announcements.
Manually creating styled product combinations for such a large catalog would take considerable time. AI-generated recommendations could help Fanatics keep product suggestions current while making it easier for customers to discover complementary items.
The company hopes the feature will reduce the effort involved in finding merchandise that suits a fan’s preferred team and style.
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The partnership reflects a broader push to use AI for product discovery and personalized shopping. Instead of simply displaying search results, retailers are experimenting with systems that understand how different products fit together.
For Fanatics, the next test will be whether stronger engagement leads to more purchases and a better customer experience. The latest launch shows AI moving beyond chatbots into practical retail tools that help shoppers make decisions.
