Fanatics said an OpenAI-powered Shop the Look test across about 30,000 MLB products lifted engagement by 10%.

Fanatics said it is using OpenAI to help fans complete game-day outfits through a feature called Shop the Look, and testing across roughly 30,000 MLB products showed 10% higher engagement, according to material published by OpenAI on 2026-10-26. The figures indicate how the sports merchandise company is applying generative AI to product discovery, rather than to pricing or inventory management.

The reported test involved about 30,000 Major League Baseball products, with OpenAI saying the feature increased engagement by 10%. The source material does not provide details on the testing period, the definition of engagement, or whether the result was measured against a control group, so the figure should be read as a limited product test outcome rather than a broader business result.

The initiative fits Fanatics’ broader push into more technology-led merchandising. Background material supplied with the report describes Fanatics as a vertically integrated merchandise platform that controls product design, manufacturing and distribution, and says the company has expanded beyond e-commerce into collectibles and fashion-led collaborations. Recent related items include a 2026-08-12 partnership expansion with the Colts and a 2026-07-16 Fanatics Fest NYC collection launch with Disney, Champion and the NFL.

The source material does not include revenue impact, conversion data, customer demographics or a launch date for a wider rollout, so those details remain unknown. The timing of any next catalyst is also not supplied.

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