Phoebe Gates & Sophia Kianni on Scaling AI to Gen Z | TechCrunch Disrupt 2025

Phia: The Rising Star in Consumer AI

Consumer AI is currently experiencing a period of significant growth and recognition. Among the numerous startups gaining attention in 2025, Phia stands out as a particularly prominent example.

This AI-powered shopping assistant has quickly become a highly discussed launch this year.

Its appeal lies not only in its innovative approach to how Generation Z engages in shopping, but also in the impressive leadership of its founders: Phoebe Gates and Sophia Kianni.

Sharing Insights at TechCrunch Disrupt 2025

Phoebe Gates and Sophia Kianni are scheduled to appear at TechCrunch Disrupt 2025.

The event will be held from October 27th to 29th at Moscone West in San Francisco.

They will be presenting on the Disrupt Stage, detailing their strategies for establishing Phia as a resilient and enduring consumer brand.

Key Discussion Points

• The challenges and strategies involved in scaling operations within a highly competitive technology landscape.
• Methods for converting initial viral attention into sustained market impact and influence.
• Insights into building a durable brand in the rapidly evolving consumer AI sector.

Their presentation will offer valuable perspectives on navigating the complexities of the tech industry and building a successful startup in the age of artificial intelligence.

A New Phase in Consumer Artificial Intelligence

Phia is focused on fundamentally changing how digitally native individuals find, evaluate, and purchase goods. This is achieved through a combination of AI-powered support and the principles of ethical consumption.

For Generation Z, the process of shopping extends beyond mere ease of use. Trust, individualized experiences, and making decisions consistent with their beliefs are all crucial components.

The Vision Behind Phia

Bill Gates and Natalia Kianni believe that the subsequent iteration of consumer AI needs to simultaneously address all of these aspects. They are investing in a system that prioritizes these values.

The core concept revolves around providing a shopping experience that is not only efficient but also responsible and aligned with the user’s moral compass. This represents a shift in how AI is utilized within the e-commerce landscape.

Key Principles of the New Approach

• Trust: Building confidence through transparent AI processes.
• Personalization: Tailoring recommendations to individual preferences and needs.
• Ethical Alignment: Facilitating choices that reflect personal values.

These principles are designed to resonate with Gen Z’s expectations for brands and technology. The aim is to create a symbiotic relationship between consumer needs and ethical considerations.

The Future of AI-Driven Shopping

The founders anticipate that future consumer AI will be judged not only on its ability to deliver products quickly but also on its commitment to responsible and ethical practices. This represents a significant evolution in the field.

Phia’s approach suggests a move towards a more holistic and conscientious shopping experience, powered by artificial intelligence. It’s a bet on a future where technology and ethics go hand in hand.

The Convergence of Activism and Artificial Intelligence

Phoebe Gates, a co-founder of Phia, distinguishes herself as both an entrepreneur and a dedicated champion of women’s reproductive rights and gender equality. Having earned her degree in human biology from Stanford University, she has collaborated with prominent figures in global healthcare, alongside activists and advocates, to facilitate substantial positive societal impact.

Gates leverages her entrepreneurial skillset to motivate a new cohort of women pursuing careers in the business world.

She was honored by Reproductive Freedom for All as the “Rising Reproductive Freedom Champion” in 2024. This recognition underscores her ongoing commitment to progress as she simultaneously develops Phia into a prominent AI-driven shopping platform.

Introducing Sophia Kianni, Phia’s Co-Founder

Sophia Kianni also serves as a co-founder of Phia. She is an Iranian American entrepreneur and a prominent climate activist, best known for establishing Climate Cardinals.

Climate Cardinals is recognized as the largest youth-led nonprofit organization dedicated to climate action globally.

Kianni’s achievements have been widely acknowledged, including her inclusion in Forbes 30 Under 30 and BBC’s 100 Women lists. Furthermore, she holds the distinction of being the youngest climate advisor to the United Nations in the history of the United States.

Now, she is channeling her expertise in narrative and advocacy to expand the reach of Phia. As a Stanford University graduate, Kianni is concentrating on utilizing AI to facilitate more informed and environmentally conscious consumer decisions.

Strategies for Cultivating Growth, Loyalty, and Influence

Successfully expanding a consumer-focused AI brand necessitates more than just technological prowess. It demands the ability to cultivate consumer confidence, demonstrate agility in response to evolving market dynamics, and establish a distinctive presence amidst intense competition.

During this session, Gates and Kianni will explore key considerations, including:

Converting Awareness into Active Usage

Phia’s approach to transitioning from initial interest to sustained consumer loyalty will be examined. The discussion will focus on practical strategies for fostering genuine engagement.

Understanding the Gen Z Consumer

The unique expectations of Generation Z shoppers – specifically their demand for personalized experiences, operational transparency, and ethically aligned technology – will be a central theme.

• Personalization is key: Gen Z expects tailored experiences.
• Transparency builds trust: Openness about data usage and algorithms is crucial.
• Values matter: Alignment with ethical principles influences purchasing decisions.

Scaling Operations Effectively

Insights will be shared regarding the challenges and successes encountered while transitioning an initial concept into a viable product within a highly competitive technological landscape.

The session will provide valuable lessons learned from navigating the complexities of scaling an early-stage venture.

Building for scale requires careful planning and execution.

Secure Significant Savings on Event Tickets

TechCrunch Disrupt 2025 is anticipated to host over 10,000 founders, investors, and industry professionals. This event represents a crucial opportunity for those involved in consumer AI, e-commerce, or brand-focused technology seeking to capture the attention of Gen Z consumers.

Don't miss the chance to hear directly from Phoebe Gates and Sophia Kianni as they analyze the evolving landscape of AI-driven retail experiences. Register now to benefit from potential savings of up to $444.

Exclusive Group Discounts Available

Planning to attend with colleagues? A 20% discount is offered for groups of 4 to 9 attendees, but this offer expires tomorrow, October 3rd. Take advantage of this limited-time opportunity to reduce your overall event costs.

This session is particularly valuable for individuals focused on understanding and leveraging the preferences of the Gen Z demographic. It provides insights into how AI is reshaping the future of shopping and brand engagement.