Fanatics rebuilds Shop the Look with OpenAI — pilot lifted engagement 10%

Context

Fanatics has revamped its Shop the Look outfit curation tool using OpenAI technology, and a pilot of the new version generated 10% higher engagement. The result is a concrete, if early, data point for generative AI in product discovery and merchandising. Retail and ecommerce teams testing AI-driven personalisation should note the engagement lift as a benchmark to pressure-test against their own pilots.