Fanatics uses OpenAI to boost engagement with Shop the Look feature
Fanatics integrated OpenAI Codex into a Shop the Look shopping suggestion tool that helps shoppers navigate more than 1.5 million sports merchandise items. In a test covering roughly 30,000 MLB products, the feature delivered a 10% increase in engagement.
Why it matters: It demonstrates how generative AI can directly improve e‑commerce conversion rates for large product catalogs.