Fanatics 与 OpenAI 如何简化球迷体验
原题How Fanatics and OpenAI streamline the fan experience
推荐理由Fanatics 的搭配推荐案例展示商品上下文与快速试验如何结合，适合零售团队识别 AI 可以嵌入的具体购物任务与验证收益。
读前速览
Fanatics 推出由 OpenAI 驱动的「Shop the Look」功能，利用 AI 模型推荐搭配商品，帮助球迷配齐比赛日穿搭，参与度高于以往系统。
AI 驱动的商品推荐
Fanatics 使用 OpenAI 模型分析商品数据，为球迷推荐搭配造型，帮助他们直观看到完整的比赛日穿搭，从而改善购物体验。
快速开发与测试
首批 50 套「Shop the Look」配置借助 Codex 在 24 小时内完成开发与测试，展现了 AI 辅助工程在零售领域的高效性。
参与度显著提升
这一全新的 AI 驱动功能参与率较此前系统高出 10%，表明个性化推荐在球迷群体中反响良好。
完整摘要
全球数字体育平台 Fanatics 与 OpenAI 合作，通过全新的「Shop the Look」功能提升球迷体验。这一 AI 工具借助丰富的商品数据和球队信息，推荐搭配商品，帮助球迷配齐比赛日穿搭。该系统在约 30，000 件 MLB 商品上完成测试后，参与度较前代系统提升了 10%，首批 50 套造型借助 Codex 在 24 小时内完成构建与测试。
目录 · 4 节
2026年10月26日October 26, 2026
全新“选购同款”在线购物功能在秋季体育赛事季来临之际上线。New “Shop the Look” online commerce feature launches in time for fall sports calendar.
参与度Engagement
10%10%
参与度高于之前的 Shop the Look 体验。Higher engagement than the previous Shop the Look experience.
测试规模Testing scale
~30,000~30,000
推荐测试中包含的 MLB 产品。MLB products included in recommendation testing.
测试速度Testing speed
<24小时<24 hours
测试前 50 个产品。To test the first 50 products.
Fanatics 正与 OpenAI 合作，致力于提升球迷体验。作为这项合作的一部分，Fanatics 将推出由 OpenAI 提供支持的「Shop the Look」版本，利用 AI 模型推荐搭配协调的周边商品，帮助球迷打造完整的比赛日穿搭。Fanatics and OpenAI are collaborating to improve 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.
全球数字体育平台 Fanatics 在其企业、商业、收藏品以及博彩和游戏业务中使用 ChatGPT Work 和 Codex。Fanatics, a global digital sports platform, uses ChatGPT Work and Codex across Fanatics Corporate, Commerce, Collectibles, and Betting and Gaming.
助力粉丝打造完整造型Helping fans complete the look
“Shop the Look”现已在 Fanatics 网络中的多个网站上线，包括 Fanatics.com 以及 NFL、NBA、MLB 和 NHL 官方网店。借助这项功能，球迷可以更轻松地找到适合搭配心仪穿搭单品的推荐商品。当球迷浏览自己喜爱球队的球衣时，“Shop the Look”会在商品页面推荐搭配套装，所推荐的均为有库存且符合球队主题和预期风格的商品。Shop the Look is now live across many sites across the Fanatics network—including Fanatics.com and the official NFL, NBA, MLB and NHL online stores. With it, fans can more easily find recommended merchandise to match with items they’re looking to wear. When fans browse for their favorite team’s jersey, Shop the Look suggests coordinated outfits on the product page, using in-stock items that match their team and intended style.
OpenAI 模型利用丰富的商品数据、球队信息和库存信息来生成推荐。Fanatics 的商品搭配规则确保推荐组合彼此兼容且切合需求，并会随着商品目录的变化每天更新搭配方案。OpenAI models draw on enriched product data, team and inventory information to assemble the recommendations. Fanatics’ merchandising rules keep the selections compatible and relevant, and looks are refreshed daily as catalogs change.
在 24 小时内打造并测试前 50 套造型Building and testing the first 50 looks in 24 hours
借助 Codex，OpenAI 与 Fanatics 工程团队迅速开发了定制推荐工具，用于丰富产品和目录数据、查找兼容商品、评估推荐结果，并为每件产品生成搭配方案。Using Codex, OpenAI and the Fanatics engineering team quickly developed custom recommendation tools to enrich product and catalog data, find compatible merchandise, evaluate recommendations, and generate looks for each product.
在 50 种商品上测试这一新方案，不到一天就完成了。Fanatics 审核了搭配效果，并直接向开发人员提供反馈。经过几天的迭代，公司在同一周内批准了最小可行产品。OpenAI 协助设计了这套解决方案，使 Fanatics 能够在生产环境中推出全新的“Shop the Look”体验，并将这一方案扩展到数千种商品。Testing the new approach on 50 products took less than a day to complete. Fanatics reviewed the looks and gave feedback directly to the builders. After a couple days of iteration, the company approved the minimum viable product that same week. OpenAI helped design the solution which enabled Fanatics to implement the new Shop the Look experience in their production environment and scale the approach across thousands of products.
在约 30,000 款 MLB 商品上测试这些推荐后，由 OpenAI 驱动的 Shop the Look 体验的参与度比此前的体验高出 10%。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.
