Phoebe Gates' AI Startup Phia Raises $8M with Celebrity Backing
Phoebe Gates Disrupts Fashion E-Commerce with AI Startup Phia
Phoebe Gates, youngest daughter of Microsoft co-founder Bill Gates, is making waves in the AI-powered e-commerce space with her startup Phia. The company recently announced an $8 million seed funding round with notable investors including supermodel Hailey Bieber and Kardashian family matriarch Kris Jenner.
Smart Shopping Through AI Integration
Phia's core innovation lies in its AI-powered shopping assistant that analyzes pricing data across major fashion platforms. Users can activate the tool via browser extension or mobile app to receive instant price comparisons across 250 million items from retailers like SSENSE, Farfetch, and The RealReal.
The system provides:
- Historical price tracking
- Discount trend analysis
- Alternative product suggestions
- Purchase recommendations
"We're moving beyond content generation to AI-driven behavioral intervention," explained Phoebe Gates in a recent interview. "Our goal is to help consumers make smarter purchasing decisions."
From Stanford Dorm to Fashion Tech Disruptor
The startup originated from conversations between Phoebe Gates and her Stanford roommate Sophia Kianni about sustainable consumption. Officially launched in April 2025, Phia has already attracted 600,000 active users.
The founders complement their tech platform with content initiatives like podcast The Burnouts, which explores consumer psychology and sustainable fashion with industry experts.
Celebrity Endorsements Signal Market Shift
The participation of high-profile investors suggests growing recognition of AI's role in reshaping consumer behavior:
- Hailey Bieber brings fashion industry credibility
- Kris Jenner represents the Kardashian business empire's interest in retail tech
- Other undisclosed investors include prominent Silicon Valley VCs
"This isn't just about building another shopping app," noted Kianni. "We're creating tools that fundamentally change how people interact with e-commerce platforms."
Key Points:
- Phia combines AI with fashion e-commerce to optimize purchasing decisions
- $8M seed round includes celebrity investors validating the concept
- Platform analyzes pricing data across 250+ million products
- Reached 600K users within months of launch
- Represents shift from content-generation AI to decision-support applications
