Brand Intelligence Graph
Company Overview
About Shaped
Shaped is a San Francisco-based machine learning infrastructure company that provides production-ready recommendation systems and personalized feed APIs that businesses integrate to deliver relevant content, products, and notifications to users — eliminating the need to build and maintain complex recommendation engineering in-house. Founded by former Meta recommendation systems engineer Tullie Murrell, Shaped raised $8 million in Series A funding in July 2024 from Madrona Venture Group and Global Founders Capital, serving customers including Outdoorsy (peer-to-peer RV rental), Brazilian grocery app Trela, and QVC.
Business Model & Competitive Advantage
Shaped's managed recommendation API handles the entire recommendation pipeline: collecting user behavioral signals (clicks, purchases, time spent), training deep-learning ranking models on that data, and serving personalized results with sub-20ms latency at scale. For e-commerce companies, this means product recommendations that adapt to individual browsing history. For content platforms, this means algorithmically ranked feeds similar to what Meta and TikTok build internally. Shaped provides this sophistication as a self-serve API without the ML engineering team required to build it from scratch.
Competitive Landscape 2025–2026
In 2025, Shaped competes in the personalization infrastructure and recommendation-as-a-service market with Recombee (Czech recommendation engine), Coveo (enterprise search and recommendations, TSX: CVO), Constructor.io (e-commerce search and recommendations), and AWS Personalize (Amazon's managed recommendation service) for companies that need production recommendation systems without building them. The recommendation system market is significant — personalization drives 35%+ of Amazon's revenue and ~80% of Netflix content consumed — but building comparable systems requires ML expertise most companies lack. Shaped's founding team's Meta pedigree provides credibility with growth-stage companies that want Meta-caliber personalization. The 2025 strategy focuses on expanding e-commerce and marketplace recommendation customers, deepening the LLM-powered semantic recommendation that goes beyond collaborative filtering, and building the A/B testing infrastructure that connects recommendation changes to business outcomes.
Recent Activity
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Emerging Innovator
Shaped is an emerging player bringing innovative solutions to the Marketing market.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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