Dive Brief:
- Fanatics has partnered with OpenAI to remake its Shop the Look tool, which uses AI models to curate outfits for sports fans, the retailer said in a Monday press release.
- When shoppers view a product page, the tool suggests coordinated outfits for that item using in-stock merchandise that match the style and sports team of the chosen product. The tool is available on Fanatics’ website as well as the online stores for the NFL, NBA, MLB and NHL.
- OpenAI uses the retailer’s product data, team and inventory information to curate the recommendations, while Fanatics has merchandising rules that ensure choices are “compatible and relevant.” The suggested looks are refreshed daily.
Dive Insight:
Fanatics tapped OpenAI to underpin the digital infrastructure needed to revamp the Shop the Look tool. Following the retailer’s pilot of recommendations across about 30,000 MLB products, the OpenAI-supported tool has generated a 10% higher engagement than its previous version, the release noted.
The Fanatics partnership is just the latest in a series of ventures OpenAI has worked on in recent months, aimed at courting consumers and retailers alike.
Earlier this year, Walmart introduced its in-platform app within OpenAI’s ChatGPT, where shoppers can browse the retail giant’s product assortment and connect their loyalty program and payment information. Meanwhile, major retailers like Nordstrom, Target, Sephora, Lowe’s, Best Buy, The Home Depot and Wayfair have adopted OpenAI’s Agentic Commerce Protocol to improve product discoverability on the platform.
In recent years, OpenAI has released ChatGPT features to attract shoppers to its platform. Last year, the tech company introduced a shopping research feature that searches for products, compares them and recommends items based on users’ search queries. Earlier this month, the company debuted its virtual try-on feature, enabling shoppers to upload images of themselves and visualize clothing and accessories on their bodies.
Along with refreshing its digital Shop the Look feature, Fanatics has been experimenting with new in-store shopping experiences in the U.S. and abroad. This year, Fanatics introduced a new “Game vs. Game” store concept in Hong Kong, and Fanatics Collectibles opened a second international flagship store in Paris, the company said in two separate releases. In the U.S., Fanatics this month announced it will open an immersive retail store in Atlanta in 2027.
