Fanatics boosts Shop the Look tool engagement by 10% with OpenAI

Fanatics has updated its Shop the Look tool by integrating OpenAI technology, resulting in a 10% higher engagement rate during a pilot involving about 30,000 Major League Baseball products, Retail Dive reported.

The retailer’s partnership with OpenAI is part of a broader trend where major retailers like Walmart, Nordstrom, Target, and others have adopted OpenAI’s tools to enhance product discoverability and shopping experiences, according to Retail Dive.

OpenAI has introduced features such as shopping research that compares products and recommends items, as well as a virtual try-on feature allowing shoppers to visualize clothing and accessories on themselves.

Fanatics is also experimenting with new in-store retail concepts, including a 'Game vs. Game' store in Hong Kong and a second international flagship store in Paris. The company plans to open an immersive retail store in Atlanta in 2027, Retail Dive noted.