Fanatics, the sports merchandise retailer, is using OpenAI's technology to help shoppers complete their game-day outfits through a feature called Shop the Look. Instead of searching for individual items, fans are shown products that work together as a full look, with the aim of making it easier to find what they need before a match. The companies say testing across roughly 30,000 MLB products showed a 10% increase in engagement. The show notes do not specify which engagement measures were used, how long the test ran, or how the feature compared with the previous shopping experience, so the figure should be read as a company-reported result rather than an independently verified one. The episode, hosted on OpenAI's own podcast, presents the project as an example of AI being applied to everyday retail browsing. For Australian businesses and professionals, this changes little on its own. A feature like this would cost money to build and run, so retailers considering something similar should compare that cost against measured gains in conversion or engagement on their own products. If a tool like this uses customer browsing or purchase history, the Privacy Act 1988 and the Australian Privacy Principles govern how that data is collected, used and disclosed. The practical step is a small trial on one product category, measured against your current baseline, before any wider rollout.