How Fanatics and OpenAI streamline the fan experience
As part of that work, Fanatics is launching an OpenAI-powered version of Shop the Look, which uses AI models to recommend coordinated merchandise to help fans complete their game-day outfits. Testing the new approach on 50 products took less than a day to complete. After testing the recommendations across roughly 30,000 MLB products, the OpenAI-powered Shop the Look experience achieved 10% higher engagement than the previous experience.
- Agent or tool
- ChatGPT
- Topic
- Shopping
- Reported on
- Case study (OpenAI)
- Added
- 2026-11-11
Why it matters
Comparing products, prices and delivery options is slow work for a human and fast work for an agent. Cases like this show agents doing the legwork before anything gets bought. It is one of 75 sightings filed under Shopping on Agent Sightings (number 64 by interest), and one of 145 involving ChatGPT.
How you could try it
Here is a reusable prompt, written by us in our own words, that captures the task. Paste it into ChatGPT or any similar agent and adjust the details to your situation.
I want an agent to take on this workflow, show its working, and wait for approval on anything that changes a system or contacts someone. The tool in the source case was ChatGPT.
Tip: Ask the agent to stop before checkout and show you the final basket, price and delivery date before you confirm.
Source
Read the original first-hand account on Case study (OpenAI): https://openai.com/index/fanatics-streamline-fan-experience. Our summary is a paraphrase; details are in the source.
Built an AI agent? Feature your agent on Agent Sightings, free submission or a featured spot.