Sports merchandise giant Fanatics has launched a feature called Shop the Look, built with help from OpenAI's Codex coding tool, to suggest matching outfits to shoppers, CNBC reports.
Fanatics sells more than 1.5 million different items across hundreds of websites and adds around a thousand new products a week. Its chief product officer, Justin Tsai, said customers often spent more than 30 minutes browsing because the catalogue was so large. The new tool recommends coordinated in-stock items on each product page, matched by team and style, so that fans of one club are not shown a rival's gear.
Traditional curation such as styled photo shoots cannot keep pace with fast-release products like championship shirts, Mr Tsai said. Chief executive Michael Rubin has said the commerce business will exceed $7 billion in revenue this year.
Source: CNBC
