COMPANY INFO
Shaped is a private software development company founded in 2018 by Tullie Murrell, Daniel Camilleri, and Shai Bruhis, headquartered in New York City with about 19-21 employees. The company develops deep-learning software and APIs that use artificial intelligence and machine learning to provide personalized feeds, recommendations, and notifications to increase user engagement on websites and applications. Their website is www.shaped.ai.
Shaped is a private software development company specializing in deep-learning software and APIs that leverage artificial intelligence and machine learning to deliver personalized feeds, recommendations, and notifications for digital platforms. Founded in 2018 by Tullie Murrell, Daniel Camilleri, and Shai Bruhis, Shaped is headquartered in New York City and supports clients seeking to boost user engagement through advanced personalization technology.
The Shaped management team brings together expertise across AI, product management, engineering, and marketing, with founding members contributing backgrounds in top tech companies and AI research organizations. The company’s leadership leverages experience in enterprise SaaS, engineering innovation, venture funding, and customer success, positioning Shaped to rapidly scale its AI-driven personalization platform in the competitive software applications market.
As the co-founder and CEO, Tullie Murrell guides Shaped’s product vision and execution, propelling its evolution from a niche video personalization solution to a comprehensive AI-powered recommendations and search platform. Murrell was instrumental in raising $8M in Series A funding and overseeing the launch of Shaped’s self-serve cloud solution, which now enables enterprises to embed advanced AI personalization with minimal engineering effort.
He previously served as an Applied Research Scientist and Machine Learning Engineer at Meta (Facebook AI Research), where he helped launch PyTorchVideo and contributed to video AI initiatives. Murrell is an alumnus of Y Combinator’s W22 program, with a strong foundation in computer science and deep expertise in machine learning research, AI-driven developer platforms, and generative models.
Daniel Camilleri leads product strategy, user experience, and roadmap development as Shaped’s CPO and co-founder. Camilleri engineered the integration of Shaped’s platform with various data sources and language models, playing a key role in client success stories such as Outdoorsy and Trela, and ensuring enterprise-grade scalability.
His background includes leading product teams at Uber and Afterpay, focusing on high-volume payments and marketplace solutions. Camilleri holds degrees in computer science and engineering, and first collaborated with Murrell during student hackathons in Australia. His professional focus includes product management in fast-growing tech firms and AI personalization.
Shai Bruhis architected Shaped’s technical infrastructure as its founding CTO, laying the foundation for its scalable AI-driven recommendation and search systems. Although no longer in a day-to-day role, his early engineering work underpins the platform’s architecture and growth trajectory.
Bruhis brings a proven track record in AI startup engineering leadership, specializing in large-scale search and recommendation algorithms. He holds a software engineering degree and has contributed to multiple open-source AI projects.
As a board member, Karan Mehandru delivers strategic guidance, drawing on substantial expertise in AI and enterprise software investments. Mehandru played a crucial role in securing Series A funding and aligning Shaped’s growth trajectory with emerging market needs.
Mehandru possesses an MBA and over fifteen years’ experience in venture capital, primarily targeting AI, cloud infrastructure, and developer tools. He has a robust portfolio in investing and advising scaling AI software companies.
Sabrina Wu serves as a board observer, providing market analysis and product guidance to sharpen Shaped’s go-to-market strategy and strengthen its enterprise SaaS positioning.
Wu earned a degree in electrical engineering and has experience both in AI research and venture advising, especially for B2B SaaS firms navigating product-market fit.
As CTO of Outdoorsy, Han Yuan influenced Shaped’s development through active customer advocacy, integrating the platform for personalized search and giving actionable feedback to shape key product features and performance metrics.
Yuan holds a computer science degree and over a decade of experience building high-traffic marketplaces and distributed systems, contributing technical expertise to both customers and product teams.
Gui Nazareth is CEO of Trela and a notable case study for Shaped, where his pioneering use of the platform contributed to a 16% lift in average order value, increasing Shaped’s presence in the Latin American e-commerce market.
Nazareth’s career spans operations management and product leadership at leading regional tech firms, supported by an MBA specializing in technology management.
Erika Finkel oversees brand strategy, demand generation, and developer marketing post-Series A, building Shaped’s market visibility and driving adoption with content-led campaigns.
Finkel brings over a decade of SaaS marketing leadership at companies like Okta and StitchFix, coupled with a background in marketing and a focus on B2B tech community growth.
Michael Zhou leads Shaped’s engineering organization, ensuring scalability, reliability, and secure deployment of the company’s cloud-native AI solutions. Zhou expanded platform capabilities with additional language model integrations and infrastructure enhancements.
His past experience includes roles leading engineering at Docusign and managing cloud teams at AWS. Zhou holds a master’s degree in computer science and advanced cloud architecture certifications.
Sabrina Lee manages onboarding, support, and customer value programs, contributing to Shaped’s high enterprise retention and rapid client ramp-up following Series A growth.
Lee’s background includes roles in customer success at Salesforce and Twilio, supported by a degree in business administration focused on customer relationship management.
The Shaped leadership team is rooted in a blend of AI research, product realization, and SaaS commercialization. Founders Tullie Murrell, Daniel Camilleri, and Shai Bruhis remain the driving force behind the company’s technical and strategic direction, while strong contributions from marketing, engineering, customer success, and board guidance set the stage for rapid market expansion. The Shaped management structure prioritizes innovation, customer-centricity, and scalable growth, positioning the company as a leader in AI-powered personalization solutions.
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