Fanatics uses OpenAI's Codex to build AI outfit-matching tool for sports fans

Fanatics built "Shop the Look" with OpenAI's Codex to suggest coordinated, in-stock team gear on product pages across its 1.5 million-plus SKU catalog, matching items by team and style. Fanatics Commerce CPO Justin Tsai told CNBC views of recommended items rose 10% after rollout; OpenAI's Rosemary DeArago called retail personalization "an age-old problem."