Fanatics is teaming up with OpenAI to make it easier for sports fans to find the perfect game-day gear. Its AI-powered “Shop the Look” experience helps customers complete outfits by surfacing relevant merchandise combinations across team apparel and fan products.
The early results are promising: testing across roughly 30,000 MLB products showed a 10% increase in engagement. That suggests AI-assisted shopping can help fans discover more of what they love while reducing the friction of browsing large product catalogs.
Why it matters
- Better discovery: Fans can find coordinated apparel and accessories more quickly.
- More personalization: AI can make product recommendations feel more relevant to each shopper’s intent.
- Real-world impact: The feature has already been tested at meaningful scale with measurable engagement gains.
This is a practical example of AI improving everyday consumer experiences—not by replacing the fun of fandom, but by helping fans express it more easily. For retailers, it also highlights how AI can turn massive product catalogs into more intuitive, engaging journeys.