From the source
Fanatics is launching an OpenAI-powered version of its Shop the Look feature, which recommends coordinated merchandise so fans can complete game-day outfits.
- The feature is now live across many sites in the Fanatics network, including Fanatics.com and the official NFL, NBA, MLB and NHL online stores, where it suggests in-stock items matching a fan's team and intended style on the product page.
- OpenAI models draw on enriched product data, team and inventory information to assemble the recommendations, while Fanatics' merchandising rules keep selections compatible and relevant, and looks refresh daily as catalogs change.
- Using Codex, the two engineering teams built custom recommendation tools to enrich catalog data, find compatible merchandise, evaluate recommendations and generate looks; testing the approach on 50 products took less than a day, and after a couple days of iteration Fanatics approved the minimum viable product that same week.
- After testing recommendations across roughly 30,000 MLB products, the OpenAI-powered experience achieved 10% higher engagement than the previous one.
- Fanatics also uses ChatGPT Work and Codex across its Corporate, Commerce, Collectibles, and Betting and Gaming businesses.
