Fanatics Uses OpenAI Codex to Build Merchandise Recommendations

Oct 27, 2026
Fanatics worked with OpenAI Codex to build Shop the Look, a feature that suggests coordinated and available team merchandise. The company says views of recommended products increased by 10%.

Fanatics worked with OpenAI Codex to build Shop the Look, a merchandise recommendation feature, according to CNBC. The feature suggests coordinated and available team products on individual product pages.

The tool parses Fanatics product and catalog data, matches merchandise by team and style, and reevaluates its recommendations. It can suggest hats, socks and other accessories to accompany a jersey while avoiding products associated with rival teams.

Fanatics offers more than 1.5 million unique products across hundreds of league and team commerce sites. The company says Shop the Look increased views of recommended items by 10%.

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