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Fanatics Uses OpenAI for Shop the Look Feature, Citing 10% Engagement Lift

Fanatics has integrated OpenAI technology into its Shop the Look experience, generating a 10% increase in engagement across roughly 30,000 MLB products.

This article was AI-generated and published automatically. Context, labelling and all sources at the end of the article.

(KI-generiertes Symbolbild: Gemini / AI Connect)

Sports merchandise company Fanatics is utilizing OpenAI technology to assist sports fans with apparel choices. The partnership focuses on a feature named Shop the Look, which aims to help shoppers complete their game-day outfits. By integrating OpenAI tools into this feature, Fanatics targets specific apparel combinations for consumers looking to purchase coordinated sports gear.

The rollout underwent initial testing across a substantial catalog of approximately 30,000 Major League Baseball items. OpenAI reports that testing across roughly 30,000 MLB products delivered a 10% rise in customer engagement. These initial results highlight how the specialized outfit feature performed during its trial phase.

What this means for you

For commercial operators and retailers, this case demonstrates how integrating generative tools into focused e-commerce workflows can yield quantifiable user response. Testing across a large inventory of 30,000 items indicates that targeted features like curated outfit completion can drive measurable engagement gains. Businesses assessing AI integration may find targeted shopping assistants more directly impactful on user metrics than broad catalog search tools.

Evidence

Solidly sourced
46/100

  • Fanatics uses OpenAI to assist fans in assembling game-day outfits through Shop the Look.

    single source
    Quote

    „Fanatics uses OpenAI to help fans complete their game-day outfits with Shop the Look.“

    OpenAI, News

  • The implementation was tested across roughly 30,000 MLB products.

    single source
    Quote

    „Testing across roughly 30,000 MLB products“

    OpenAI, News

  • Testing demonstrated a 10% increase in engagement.

    single source
    Quote

    „showed 10% higher engagement.“

    OpenAI, News

Sources

The evidence score is computed, not hand-set: from confidence, the number of sources and the share of verified statements.

Source & transparency

As of: October 26, 2026

AI-generatedAI-generated: produced automatically from vetted sources with technical quality checks (source, quote and figure verification); no human sign-off of each item before publication

Sources
1
Verified statements
0 / 3
Evidence score
46Solidly sourced
Use CasesGenerative AI

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