Live shopping platform Whatnot said on July 15, 2026 that it has acquired Shaped, a machine learning company specializing in real-time recommendations and search, in a move aimed at strengthening product discovery and personalization across its fast-moving auctions. The deal brings Shaped founder and CEO Tullie Murrell and roughly a dozen engineers and AI researchers to Whatnot, where Murrell will lead a newly formed Applied AI Research group, according to TechCrunch.
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