phia: How AI is Revolutionizing Online Shopping

The Genesis of Phia: An AI-Powered Shopping Solution

The founders of Phia, Phoebe Gates and Sophia Kianni, channeled their personal experiences into the creation of their AI startup, focusing specifically on the realm of online retail.

Having initially connected as randomly assigned roommates during their time at Stanford, both Gates and Kianni possessed a deep understanding of the challenges inherent in e-commerce. They had collectively invested considerable time searching for suitable additions to their wardrobes. It became apparent to them that artificial intelligence could revolutionize how individuals discover, purchase, and interact with products.

Identifying a Market Opportunity

“A significant gap existed in determining what to purchase, and the absence of a readily available personal shopper accessible to everyone was striking,” Gates remarked during her appearance at TechCrunch Disrupt 2025 on Tuesday.

The initial concept for Phia originated as a class project, demonstrating early indications of consumer interest. However, a public launch was delayed until the startup achieved optimal product-market alignment, as Kianni explained.

Phia’s Core Functionality and Sustainability Focus

Currently available as both a browser extension and a mobile application, Phia empowers shoppers to conduct price comparisons, encompassing even pre-owned merchandise, thereby integrating a sustainability component into the shopping process.

The platform boasts integration with over 150 second-hand marketplaces and maintains an internal search database exceeding 350 million items. Kianni highlighted that opting for second-hand purchases results in an 80% decrease in carbon emissions compared to buying new products, alongside the benefit of lower costs.

The service also provides users with insights into the potential resale value of their purchases. “When considering a $500 handbag on Phia, users can quickly ascertain its potential resale value – whether it could be sold for $300 or $400. Conversely, a fast-fashion item purchased for $100 may only resell for $10, indicating a rapid depreciation of 90%,” Kianni stated.

Future Developments and User Acquisition Strategies

Phia is currently developing an AI-driven shopping advisor designed to assess value factors, such as identifying advantageous deals and predicting an item’s retained value. Furthermore, the advisor will offer fashion-related guidance, including size recommendations based on a user’s prior purchases and returns.

The sizing insights feature is presently undergoing beta testing with a select group of users, according to the founders.

To expand its user base, Phia has implemented a diverse range of strategies, including an ambassador program, the creation of original content detailing the product’s evolution, and the launch of a dedicated podcast.

“The capacity to generate hundreds of thousands of downloads at a minimal cost through the podcast and various distribution channels has proven invaluable,” Kianni noted.

Building a Connection with the Audience

Gates emphasized that openly sharing the challenges of building a startup fostered a stronger connection between Phia and its potential users.

“Initially, there was a need to overcome a certain level of self-consciousness. The desire to present a polished image was strong, but to truly engage an audience and produce content at the required scale, it’s essential to be transparent and authentic,” Gates explained.

Acknowledging Privilege and Seeking Relevant Guidance

Gates, acknowledging her familial connection to Bill Gates, recognizes the privilege inherent in her position. However, she clarified that they do not routinely seek her father’s advice on Phia-related matters.

“While my father possesses exceptional intelligence, his shopping habits differ significantly from our target demographic. He isn’t actively searching for the best deals online or comparing items on his wish list for an upcoming trip,” she added.