Fanatics Rebuilds Shop the Look With OpenAI, Gains 10% Engagement

By Amara Osei

Fanatics' rebuilt Shop the Look tool, powered by OpenAI, has delivered 10% higher engagement than its previous version, according to a Monday press release from the retailer. The gain follows a pilot that ran recommendations across roughly 30,000 MLB products before the wider rollout.

What does the tool actually do?

When shoppers open a product page, the tool assembles coordinated outfits from in-stock merchandise that matches the style and team of the chosen item. It runs on Fanatics' own website and on the online stores of the NFL, NBA, MLB and NHL. OpenAI processes the retailer's product data, team and inventory information to generate the recommendations; Fanatics applies its own merchandising rules so the selections are, in the company's words, "compatible and relevant." The suggested looks refresh daily.

The 10% engagement lift is real, but the release does not specify what "engagement" measures — clicks, add-to-carts or dwell time remain undefined. Takeaway: the number is promising, yet its business impact is unverifiable from the release alone.

Why does OpenAI want retailers on board?

The Fanatics deal extends a deliberate courtship of commerce by OpenAI. Earlier this year, Walmart introduced an in-platform app within ChatGPT, letting shoppers browse Walmart's assortment and connect loyalty and payment information. Nordstrom, Target, Sephora, Lowe's, Best Buy, The Home Depot and Wayfair have adopted OpenAI's Agentic Commerce Protocol (a technical standard for making products discoverable to autonomous AI agents) to sharpen product discoverability on the platform.

Shopping-focused features have accumulated quickly. Last year OpenAI launched a shopping research feature that searches, compares and recommends products based on user queries. Earlier this month, it debuted a virtual try-on feature that lets shoppers upload images of themselves and visualize clothing and accessories on their bodies.

Fanatics is one partner among many; nothing in the release suggests exclusivity or a durable competitive edge. Takeaway: OpenAI is building a retail ecosystem, and Fanatics has bought an early slot in it.

What else is Fanatics doing offline?

The digital revamp runs parallel to physical retail expansion in the U.S. and abroad. This year Fanatics introduced its "Game vs. Game" store concept in Hong Kong, and Fanatics Collectibles opened a second international flagship in Paris, the company said in two separate releases. In the U.S., Fanatics announced this month that it will open an immersive retail store in Atlanta in 2027.

The Atlanta date sits two years out, and the company has shared no format details beyond the "immersive" label. Takeaway: Fanatics is hedging its digital bets with physical footprint — the Paris and Hong Kong moves are open now, Atlanta is a promise.