France-born ‘search-as-a-service’ company Algolia has acquired Morphl, a Bucharest, Romania-based AI tech startup that was funded by Google through the US tech giant’s Digital News Initiative.

At its core, Morphl helps e-commerce companies ‘make intelligent decisions, personalize experiences and accelerate growth’ with an AI/ML platform.

Algolia has picked up the company to help boost its new AI offering, which aims to enable developers, data scientists, and marketers to predict users’ intent and customise their online experiences.

The terms of the acquisition were not disclosed.

Bernadette Nixon, Algolia’s CEO, said: “I am thrilled to welcome MorphL to the Algolia family. It’s an exciting time — brands are looking to create meaningful connections with people, and that requires understanding intent in the moment, personalized navigation, search, and recommendations or offers. Sounds easy enough, but ask most Chief Digital Officers or heads of eCommerce and it’s not.”

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