Fanatics and OpenAI Enhance 'Shop the Look' Experience with Artificial Intelligence
Fanatics has launched the 'Shop the Look' feature, which uses OpenAI models and Codex technology to provide personalized outfit recommendations for sports merchandise. Tests conducted on MLB products revealed that the new AI-powered system increased user engagement by 10 percent.
Digital sports platform Fanatics has implemented an OpenAI-powered 'Shop the Look' feature to help fans complete their game-day outfits. Available in official stores for major leagues such as the NFL, NBA, MLB, and NHL, the system uses AI models to generate compatible outfit recommendations from in-stock items.
The Fanatics engineering team used OpenAI's Codex model to develop custom tools that enrich product data and match compatible items. This technology automatically suggests products that complement the jerseys fans are viewing on product pages. Operating within the commercial rules set by Fanatics, the system updates recommendations daily based on catalog changes.
Collaborating with OpenAI during the development process, Fanatics completed tests on 50 products in less than a day. In extensive tests conducted on approximately 30,000 MLB products, it was noted that the AI-powered recommendation system provided 10 percent higher user engagement compared to the previous method.
Sources
- openai.com · Link