Fanatics launches Codex-powered Shop the Look
Fanatics launched Shop the Look, using OpenAI models and Codex to recommend complementary sports merchandise by team and style on product pages.
AT A GLANCE
Key points
- Shop the Look is live across the Fanatics network and the online stores of four major U.S. sports leagues.
- Testing the first 50 products took less than 24 hours.
- Fanatics reports 10% higher engagement in a test across roughly 30,000 MLB products.
What is changing?
Fanatics launched its OpenAI-powered Shop the Look feature across many sites in its network, including Fanatics.com and the official online stores for the NFL, NBA, MLB and NHL. Based on the jersey or other item being viewed, the feature recommends complementary in-stock merchandise that matches the shopper’s team and intended style.
OpenAI models assemble recommendations from enriched product data, team information and inventory; Fanatics merchandising rules constrain compatibility, and the looks refresh daily as catalogs change. OpenAI and Fanatics engineers used Codex to develop tools for data enrichment, compatible-item discovery, recommendation evaluation and look generation.
The companies say testing the first 50 products took less than 24 hours and that a trial across roughly 30,000 MLB products produced 10% higher engagement than the previous Shop the Look experience. Because the measurement period and definition of engagement were not disclosed, the result should be treated as a limited product test.
Explore the original sources
Source date: 26 October 2026.
Published by AI Radar: 26 Oct 2026, 18:06 (Istanbul, UTC+3). Updated: 26 Oct 2026, 19:03.
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