在任何时刻，Fanatics 都为体育迷提供超过 150 万个独特的库存单位（SKU）供购买——从球衣、帽子到球队品牌的街头服饰和袜子。在 OpenAI Codex 的帮助下，一项名为“Shop the Look”（选购整套造型）的新功能让寻找这些商品变得更加容易。
At any given moment, Fanatics offers more than 1.5 million unique SKUs for sports fans to buy — from jerseys and hats to team-branded streetwear and socks. The search for those items is getting easier with a new feature called "Shop the Look," created with the help of OpenAI's Codex.
Fanatics 的产品组合反映了其成长为一个庞大的体育产业平台，与全球几乎所有主要体育联盟和球队都有合作。每年，Fanatics Commerce 制造超过 4500 万件商品，并销往 180 多个国家的客户。
Fanatics' product assortment reflects its rise into a massive sports-industry platform, with deals with nearly every major sports league and team worldwide. Each year, Fanatics Commerce manufactures more than 45 million items and sells them to customers in more than 180 countries.
但 Fanatics Commerce 首席产品官 Justin Tsai 表示，这种增长也给公司带来了挑战。
But Justin Tsai, chief product officer for Fanatics Commerce, said that growth has also created a challenge for the company.
“我们一直看到的一个问题是，客户来到我们的网站——我们运营着数百个这样的网站……他们的挑战在于，他们总是试图浏览我们庞大的目录，以弄清楚能买什么，”他说。
"One problem we just kept seeing was that our customers come to our sites, and we operate hundreds of these sites … their challenges are that they're always trying to look through our very large catalog to figure out what they can buy," he said.
Tsai 表示，客户的购物时段平均经常超过 30 分钟，而且随着 Fanatics 每周推出上千种新产品，这个时间还在不断累积。
Tsai said customers' shopping sessions routinely ran over 30 minutes on average, and that time kept compounding as Fanatics released upwards of a thousand new products each week.
“Shop the Look”会在每个商品页面推荐搭配好的整套造型，根据球队和预期风格将这些商品与其他有库存的商品进行匹配。
"Shop the Look" suggests coordinated outfits on each product page, matching those items with other in-stock items based on team and intended style.
Tsai 表示，传统的购物策划策略，如拍摄照片和造型搭配，其前置周期并不总是适应 Fanatics 快速增长的产品池，也不适用于冠军衫、冠军帽等快速发布的商品。
Traditional shopping curation strategies, like photo shoots and stylized outfits, have lead times that don't always work with Fanatics' rapidly increasing product pool, or for quickly-released items like championship shirts and hats, Tsai said.
随机推荐对体育迷也不起作用。“没有哪个洛杉矶道奇队的球迷愿意被推荐旧金山巨人队的商品……在我们的世界里，球队和球员的契合度极其重要，”他说。
Random suggestions don't work for sports fans either. "Nobody who is a Los Angeles Dodgers fan wants to be matched with a San Francisco Giants item … team and player alignment is extremely important in our world," he said.
即使 Fanatics 已发展成为一家数十亿美元规模的企业，球队周边商品仍是其最大的收入来源。Fanatics 创始人兼首席执行官迈克尔·鲁宾（Michael Rubin）本月初在 CNBC 节目《Squawk Box》上表示，公司的商业业务今年收入将超过 70 亿美元，而其收藏品业务（包括 Topps 交易卡）收入约为 55 亿美元。
Even as Fanatics has grown into a multibillion-dollar business, team merchandise remains its biggest revenue source. Fanatics founder and CEO Michael Rubin told CNBC's "Squawk Box" earlier this month that the company's commerce business will exceed $7 billion in revenue this year, compared with roughly $5.5 billion for its collectibles business, which includes Topps trading cards.
自 ChatGPT 推出以来，OpenAI 一直在尝试购物工具，其中包括去年秋天推出的一项功能，允许用户直接在 ChatGPT 内购买商家产品。然而，据 CNBC 报道，OpenAI 正在终止“即时结账”项目，转而直接与零售商合作，在 ChatGPT 内创建专用应用。
OpenAI has been experimenting with shopping tools for ChatGPT since the chatbot's launch, including a feature last fall that let users buy merchants' products directly within ChatGPT. However, it is ending the Instant Checkout effort and now is working directly with retailers to create dedicated apps within ChatGPT, according to CNBC reporting.
这项新的 Fanatics 功能是 OpenAI 利用其技术拓展购物场景的又一举措。OpenAI 行业市场推广负责人罗斯玛丽·德阿拉戈（Rosemary DeArago）表示，零售业的这一个性化问题“由来已久”。虽然电商的兴起让零售商有了新途径来“摸清顾客的指纹”——无论是过往购买记录、访问网站的地理位置，还是登录账户——但这些努力有时仍会偏离目标。
The new Fanatics feature is another way OpenAI is leveraging its technology across shopping. Rosemary DeArago, head of industry GTM at OpenAI, said this personalization issue in retail "is an age-old problem." While the rise of e-commerce gave retailers new ways to "figure out the fingerprint of the customer" — whether that's past purchase history, where they are viewing the website from, or a logged-in account — those efforts still sometimes miss the mark.
德阿拉戈说：“过去我们试图拼凑出一些适合向顾客展示的东西。有了 AI，你可以进行更确定性的匹配，以这种更高阶的方式实现个性化。”“Shop the Look”（选购整套造型）利用 OpenAI 的 Codex 创建工具，解析产品和目录数据以寻找兼容商品并重新评估推荐，最终生成那些可能向正在考虑购买球衣的球迷推荐帽子、袜子和其他配饰的造型。
"In the past we were trying to stitch together something that would be good to show a customer," DeArago said. "With AI, you can do more deterministic matching to do personalization in this next-level way." "Shop the Look" uses OpenAI's Codex to create a tool that parses product and catalog data to find compatible items and reevaluate recommendations, ultimately creating those looks that might suggest a hat, socks and other accessories to go with a jersey a fan is considering purchasing.
蔡（Tsai）表示，推出新功能后，推荐商品的浏览量增加了 10%。他还表示，推荐商品帮助购物者对心仪商品有了“更强的信心”，因为他们能看到该商品如何与其他球队装备搭配。
Tsai said that after rolling out the new feature, there was a 10% increase in views of recommended items. He also said the suggested items help shoppers have "more conviction" about the items they're thinking of buying, seeing how it may fit with other team gear.
DeArago 表示，虽然购物体验中始终会为更精心策划的造型和亲自试穿留有空间，但将 AI 融入此类工作 —— 它可以帮助缩小海量的商品选择范围，并展示什么可能与真球衣等高价值购买相搭配 —— 表明存在“真正巨大的机会来提升现有体验”。
DeArago said that while there will always be room in the shopping experience for more curated looks and trying items on in person, the integration of AI into efforts like this — where it can help narrow down massive product selections and show what might work with a valuable purchase like an authentic team jersey — shows that there is a "really big opportunity to enhance the existing experience."