Fanatics launches OpenAI Codex-built 'Shop the Look' feature

Fanatics has launched "Shop the Look," built with OpenAI's Codex, which recommends coordinated in-stock team merchandise on product pages. Views of recommended items rose 10% after rollout.

• Fanatics catalog spans over 1.5 million unique SKUs
• Views of recommended items increased 10%
• Fanatics commerce revenue to exceed $7 billion this year