Fanatics uses OpenAI to rebuild its outfit suggestion tool

Fanatics, the sports merchandise seller, has rebuilt its Shop the Look tool with help from OpenAI. In a pilot, shoppers engaged 10% more with the new version than with the old one.

The pilot covered about 30,000 MLB products. Fanatics tapped OpenAI to underpin the digital infrastructure behind the revamp, according to the company's release.

What is not known yet

The release does not say what counts as engagement, or whether the higher number led to more sales. It also does not say when the tool will reach the rest of the Fanatics catalog. A 10% lift in a pilot is a promising sign, not proof of more revenue.

Why it fits a bigger trend

OpenAI, the company behind ChatGPT, has been courting shoppers and retailers alike. Walmart launched an app inside ChatGPT where people can browse its products and connect loyalty and payment details. Nordstrom, Target, Sephora, Lowe's, Best Buy, The Home Depot and Wayfair have adopted OpenAI's Agentic Commerce Protocol to make their products easier to find on the platform.

This month, OpenAI also debuted a virtual try-on feature. Shoppers can upload photos of themselves and see clothing and accessories on their own bodies. For anyone who shops online or runs a store, the practical point is simple: more suggestions will be picked by AI, so it is worth checking whether they help you buy or sell more.