Fanatics leans into AI to improve merchandise sales

As the NCAA’s March Madness climaxes, Fanatics is set to launch around 2,400 new products over a three-week span, a vast array of offerings that underscores the critical need for fans to effectively locate these items to make timely purchases.

To facilitate this, Fanatics has strengthened its digital framework via a collaboration with Google Cloud, leveraging Vertex AI Search for Commerce to streamline the merchandise search process.

The search enhancement is part of a broader rollout across company websites by year’s ends and was developed over nine months.

This timeframe reflects the complexity associated with the diverse spectrum of sports, as well as Fanatics’ extensive network of partners and inventory.

To illustrate the challenges faced by fans, Tsai pointed to a scenario where a Cincinnati Reds supporter searches for a Reds City Connect jersey but is met with unrelated red merchandise.

Similarly, a Golden State Warriors fan looking for a Steph Curry jersey might encounter options for a retired players.

AI is poised to change this dynamic by integrating insights from Google alongside Fanatics’ understanding of user preferences, the new search capabilities refine results, matching customers with the appropriate apparel from traditional powerhouses to underdog stories.

Fanatics’ approach demonstrates a strategic blend of technology and customer understanding, paving the way for enriched shopping experiences in the sports sector.

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