# Shaped

**Source:** https://geo.sig.ai/brands/shaped  
**Vertical:** Marketing  
**Subcategory:** Marketing Automation  
**Tier:** Emerging  
**Website:** shaped.ai  
**Last Updated:** 2026-04-14

## Summary

Managed recommendation API with deep-learning personalized feeds; $8M Series A from Madrona, serving Outdoorsy and QVC with Meta-caliber personalization for companies without ML engineering teams.

## Company Overview

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.

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.

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.

## Frequently Asked Questions

### What is Shaped?
Shaped is a developer of deep-learning software designed to increase engagement for feeds, recommendations, and notifications. The company makes it easier for businesses to combine data with large language models and recommendation systems to offer personalized user experiences.

### What products and services does Shaped offer?
Shaped offers an AI-powered recommendations and search platform that integrates with large language models. In 2024, the company launched a self-serve recommendations and search service to provide businesses with the fastest path to relevant recommendations and search capabilities.

### Who are Shaped's typical customers?
Shaped serves businesses looking to implement personalized user experiences through AI-powered recommendations and search. Current customers include Outdoorsy, Brazilian grocery app Trela, and QVC.

### When was Shaped founded?
Shaped was founded in 2021 and participated in Y Combinator's W22 batch.

### Where is Shaped located?
Shaped is based in Seattle, Washington.

### What is Shaped's recent funding history?
Shaped raised an $8M Series A in July 2024 from 515 Ventures, Madrona Venture Group, ACE Ventures Geneva, Global Founders Capital, and Liquid 2 Ventures. This Series A expansion funding is focused on AI-powered recommendations and personalization.

### Who founded Shaped and what is their background?
Shaped was founded by CEO Tullie Murrell, who is a former Meta recommendation systems builder. This background brings expertise from one of the world's leading companies in recommendation technology.

### What technology approach does Shaped use?
Shaped uses deep-learning software combined with large language models (LLMs) and recommendation systems. The platform is designed to help businesses integrate their data with AI technology to create personalized user experiences.

### How can businesses get started with Shaped?
Businesses can get started through Shaped's self-serve recommendations and search service launched in 2024. This service provides the fastest path to implementing relevant recommendations and search capabilities.

### What are Shaped's recent developments?
In July 2024, Shaped raised an $8M Series A funding round and launched its self-serve recommendations and search service. The company is demonstrating growth and expanding its focus on AI-powered recommendations and personalization.

## Tags

b2b, enterprise, global, marketing, martech, saas, startup

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*Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*