GoKawiilFanatics launches AI outfit-matching tool built with OpenAI's Codex
Fanatics has introduced "Shop the Look," a feature that uses AI to suggest coordinated outfits from its catalog of over 1.5 million SKUs, built with help from OpenAI's Codex. Chief product officer Justin Tsai said the tool pairs items by team and style to address shopping sessions that often ran over 30 minutes due to the company's vast and fast-growing product range.
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The move suggests large e-commerce retailers are turning to AI coding tools not just for backend efficiency but to solve customer-facing discovery problems at scale, especially where manual curation like photo shoots can't keep pace with rapid product releases. Given that team merchandise remains Fanatics' core revenue driver, faster and more relevant product discovery could meaningfully affect conversion rates across its hundreds of branded sites.
- Fanatics built "Shop the Look" with OpenAI's Codex to recommend coordinated sports apparel on product pages.
- The feature targets long browsing sessions caused by a catalog exceeding 1.5 million SKUs and weekly releases of about a thousand new products.
- Recommendations are filtered by team and player alignment, reflecting the brand loyalty central to sports merchandise sales.
Fanatics NFL Team Jersey — Since the article highlights Fanatics' massive sports apparel catalog and new AI shopping features, a classic team jersey is the perfect way to put that technology to use. It's a staple piece for any fan's wardrobe and pairs easily with the coordinated looks the new feature suggests.
See Fanatics NFL Team Jersey on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: cnbc.com — Ian Thomas, 2026-10-26
Published there as: “Fanatics teams up with OpenAI for new AI-powered shopping suggestion feature”
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