AI WORLD HQ
Think about the last time you bought a jersey and realized you still needed a hat, a jacket, or a scarf to match. Shopping for a full outfit often means jumping between pages and guessing what goes together. A feature like this aims to remove that guesswork.
What the announcement says
According to the announcement from Fanatics and OpenAI, Fanatics uses OpenAI's technology to power Shop the Look. The idea is to help fans complete a game-day outfit, so they can see related items together instead of hunting for them one by one.
The most concrete number in the announcement comes from testing. Fanatics says that across roughly 30,000 MLB (Major League Baseball) products, the feature produced 10% higher engagement. In plain terms, engagement means how much people interact with something, such as tapping through pages, viewing items, or exploring a look. The announcement does not spell out every detail of how that number was measured, so it's best to treat it as the company's own result rather than a universal benchmark.
Why this matters beyond sports fans
Shop the Look is a sports merchandise example, but the underlying idea applies to many businesses. Any shop with a large catalog faces the same challenge: customers want help choosing items that work together, and they want it without a lot of effort.
Here's what makes this announcement useful to watch:
- The goal is completion. The feature focuses on finishing a look, not just selling one product.
- The scale is large. Testing across about 30,000 products is a big catalog, which suggests the approach was tried beyond a handful of examples.
- The partnership is public. Fanatics and OpenAI both stand behind the announcement, so the claims come from the companies directly.
Wrap-up
Fanatics and OpenAI are presenting Shop the Look as a way to help fans complete game-day outfits, and Fanatics reports 10% higher engagement across about 30,000 MLB products. The announcement is short on details, so the most useful next step is to pay attention to how the feature develops and what the companies share later. If you run a store or manage a product catalog, take a few minutes today to list the items customers most often buy together. That list is a practical starting point for thinking about any "complete the look" idea.