Fanatics Launches AI Shopping Tool After 10% Lift in Recommended-Item Views

3 articles · Updated · CNBC · Oct 26

Fanatics rolled out “Shop the Look,” an OpenAI-powered feature that suggests coordinated team gear on product pages to help shoppers navigate its catalog of more than 1.5 million SKUs.
30-minute average shopping sessions and the addition of more than 1,000 new products a week pushed Fanatics to automate curation, which had struggled to keep up with fast-moving releases like championship merchandise.
OpenAI’s Codex parses Fanatics’ product and catalog data to match in-stock items by team and style, avoiding mismatches that sports fans would reject.
10% more views of recommended items followed the launch, according to Fanatics, which says merchandise remains its biggest business and expects commerce revenue to top $7 billion this year.
The launch also extends OpenAI’s retail strategy beyond ChatGPT checkout experiments toward building dedicated shopping applications directly with merchants.