Fanatics tests OpenAI shopping tool across 30,000 MLB products

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.

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