Phoebe Gates, Bill Gates' daughter, and Sophia Kianni have launched Phia, an AI-driven platform designed to transform online fashion shopping. The platform, launched in April 2025, aims to make shopping more efficient, cost-effective, and sustainable.
Phia acts as a digital shopping assistant, comparing prices across over 40,000 retail and secondhand sites. It aggregates data from resale partners like The RealReal and Vestiaire Collective, providing a comprehensive market view.
The "Should I Buy This?" feature assesses item prices and suggests alternatives. Available via a free iOS app and a Chrome extension, Phia offers a seamless shopping experience.