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Fanatics is using OpenAI's Codex to build an AI outfit-matching tool for sports fans

The "Shop the Look" feature pairs items by team and style, and views of recommended products rose 10% after rollout

Kathryn Riley / Getty Images

Fanatics is using OpenAI's Codex to power "Shop the Look," a feature that suggests coordinated outfits on product pages for sports fans, according to CNBC.

The tool pairs each item with other products that are in stock, taking into account the shopper's team and the style they have in mind, according to CNBC. It analyzes information about products and the catalog to identify items that go together, then reassesses its suggestions. A shopper considering a jersey might be shown a cap, socks and various other accessories next to it.

Justin Tsai, chief product........

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