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ST. CLAIR SHORES, MICHIGAN (November 10, 2026) — STAHLS’ Fulfill Engine is giving customers a simpler way to understand their print-on-demand business: ask an AI assistant. A new connection lets customers use tools such as ChatGPT and Claude to retrieve and analyze product, order and fulfillment information from their authorized Fulfill Engine accounts.
Instead of gathering records and building reports manually, customers can ask questions such as “Which of my stores are growing fastest, and what products or decoration methods are driving that growth?” or “What trends are emerging in the products my customers are buying?” They can even connect those insights to new opportunities, asking questions like “Our embroidered quarter-zips are selling well. What similar products should we consider adding?” With the ability to ask follow-up questions, customers can dig deeper into their business, uncover trends and explore new merchandise opportunities through everyday conversation.
By connecting supplier catalogs, product specifications, decoration capabilities, orders and fulfillment within one platform, Fulfill Engine provides AI with something particularly valuable: the ability to connect information across the merchandise supply chain and turn it into actionable insights.
The connection makes AI more useful for daily business decisions by giving it access to the customer’s actual operational information. Early users have identified opportunities to reduce recurring work in campaign reporting and payment reconciliation.
“The campaign list alone retires a weekly manual process for us, and the order item and shipment reads cover most of the legwork behind our weekly payment reconciliation,” said John LaRoy of Apparel Redefined, a Fulfill Engine user and beta tester. “STAHLS’ Fulfill Engine built something our team will use every day, starting today.”
“For years, we’ve built software that requires people to go find the information they need. AI completely changes that. Instead of navigating multiple screens, pulling reports, and trying to connect the dots, customers can simply ask questions about their business and get meaningful answers. But that’s just the beginning. We’ve laid the groundwork for AI to go beyond identifying trends to actually creating products, building stores, and taking action on behalf of our customers. That’s the future we’re building at Fulfill Engine, and we’re just getting started,” said Jayson Tompkins, Chief Digital Officer at STAHLS’.
Customers can also explore product details, including available decoration methods, print locations and specifications, helping them evaluate options for merchandise programs.
“Our customers don’t just want to know what happened last month. They want to know what to do next,” said Josh Ellsworth, Chief Revenue Officer at STAHLS’. “Being able to see which products are selling, uncover new opportunities, and find the right merchandise faster helps decorators and sellers make better recommendations and grow their businesses.”
Built using Model Context Protocol (MCP), an open standard for connecting AI tools to other systems, the integration allows customers to interact with their Fulfill Engine data through the AI tools they already use, rather than being limited to traditional software interfaces. It supports access through the Fulfill Engine plugin in ChatGPT or a remote connector in Claude. Availability depends on the customer’s AI subscription and workspace settings. An authorized Fulfill Engine account is required and existing access permissions apply. For capabilities and setup instructions, visit the knowledge base at FulfillEngine.com.
STAHLS’ is a long-time member and supporter of NSGA. Ted Stahl is a member of the Sporting Goods Industry Hall of Fame.
