Artificial Intelligence
Fanatics uses OpenAI for outfit feature
Fanatics said it used OpenAI to support a shopping feature called Shop the Look, and OpenAI said a test across roughly 30,000 Major League Baseball products lifted engagement by 10%.
- Fanatics said it was using OpenAI to help fans complete game-day outfits through a feature called Shop the Look.
- OpenAI said testing across about 30,000 Major League Baseball products produced 10% higher engagement.
- The source material did not give the testing period, the engagement definition or whether a control group was used.
- The report did not provide revenue impact, conversion data, customer demographics or a rollout date.
Fanatics said it was using OpenAI to support a feature called Shop the Look. The aim was to help fans put together game-day outfits.
According to material published by OpenAI on 2026-10-26, testing across roughly 30,000 Major League Baseball products produced a 10% increase in engagement. The article did not say how engagement was defined.
The report said the figure should be treated as a limited product test result rather than a broader business measure. It also said the source did not specify the test period or whether a control group was used.
The same material described Fanatics as a vertically integrated merchandise platform that handles product design, manufacturing and distribution. It also said the company has expanded beyond e-commerce into collectibles and fashion collaborations.
No revenue effect, conversion data, customer breakdown or wider launch date was given. The report also said the timing of any next step was not supplied.
Named in this story
Companies
- Fanatics
- said it was using OpenAI for the feature
- OpenAI
- published the material that reported the test result
Organisations
- Major League Baseball
- supplied the product set used in the test
Products and systems
- Shop the Look
- the feature used to help fans build outfits
How the source tells it
The piece reads like a straight product note with mild corporate promotion, using OpenAI-published material and a positive engagement figure without much methodological detail.
- product promotion a company-controlled source is used to present the feature and its result in favourable terms
- limited evidence the reported uplift is given without test period, control-group or definition detail