The best brands and retailers in the world understand a fundamental truth: The consumer has to be at the center of everything. In e-commerce, that means every touchpoint should feel relevant, timely, and delightful—yet too often, that’s not the case. A brand might spend heavily on advertising to drive traffic to its site, only to offer visitors a generic, one-size-fits-all experience that fails to engage them. That’s an expensive and frustrating problem. It’s also why we’re excited to partner with Spangle, which has just emerged from stealth.
At Madrona, we believe in backing exceptional teams who are solving persistent, high-impact problems using the best of what technology has to offer. Spangle’s AI-powered commerce platform tackles one of the biggest inefficiencies in digital commerce today — the gap between precision-targeted marketing and the often underwhelming shopping experiences that follow. By dynamically adapting shopping journeys in real time, Spangle ensures that every site visit is optimized for engagement and conversion.
The Power of Real-Time Decision-Making
What makes Spangle special is how they leverage AI to solve this problem at scale. Their proprietary AI, ProductGPT, interprets customer intent in the moment, using large product models and reinforcement learning to personalize experiences dynamically. Instead of relying on outdated, static personalization methods, Spangle’s AI agents make real-time decisions, turning raw data into engaging and effective customer journeys.
The impact is clear: Spangle has already delivered significant results for brands, including a 51% lift in conversion rates and a 2x improvement in Return on Ad Spend (ROAS). In a world where the cost of paid traffic continues to climb, these are the kinds of outcomes that define market leaders.
A Shared DNA of Customer Obsession
I’m particularly excited about partnering with Spangle because I’ve had the privilege of knowing Maju Kuruvilla, Spangle’s CEO and founder, ever since our days at Amazon. Amazon is known for its relentless focus on the customer, and that same principle is deeply embedded in Spangle’s DNA. Maju and his team are taking that mindset — one that prioritizes consumer experience above all else — and applying it to one of the biggest challenges in modern retail. And their approach aligns perfectly with how Madrona thinks about investing: Backing founders who are deeply committed to improving customer experiences through technology.
AI That Works for Both Retailers and Consumers
Spangle’s approach aligns with a broader shift we’re seeing in applied AI: moving from “Software as a Service” to “Service as Software.” Rather than just providing static tools, Spangle’s AI actively works for retailers — learning from every customer interaction, refining engagement strategies, and continuously optimizing for better results — for customer and brand.
The team behind Spangle brings deep experience in both AI and commerce, with leaders who have built and scaled AI initiatives at Amazon, Gap, and Saks Off Fifth. They understand the nuances of retail and the growing expectations of today’s consumers. That combination — technical excellence and real-world commerce expertise — positions them to redefine the future of e-commerce personalization.
Looking Ahead
At Madrona, we invest in businesses that use AI to create real value for customers. With Spangle, we see a company that’s delivering on that promise — helping brands bridge the gap between paid traffic and personalized experiences in a way that drives meaningful business impact. We’re thrilled to support them on this journey and can’t wait to see how they continue to evolve the future of AI-powered commerce.
Congratulations to Maju and the entire Spangle team on this milestone!