With Phia’s AI, the new luxury is knowing what’s worth buying
Updated
January 24, 2026 11:00 AM
Phoebe Gates and Sophia Kianni, founders of Phia. PHOTO: PHIA
AI has transformed how we shop—predicting trends, powering virtual try-ons and streamlining fashion logistics. Yet some of the biggest pain points remain: endless scrolling, too many tabs and never knowing if you’ve overpaid. That’s the gap Phia aims to close.
Co-founded by Phoebe Gates, daughter of Bill Gates, and climate activist Sophia Kianni, Phia was born in a Stanford dorm room and launched in April 2025. The app, available on mobile and as a browser extension, compares prices across over 40,000 retailers and thrift platforms to show what an item really costs. Its hallmark feature, “Should I Buy This?”, instantly flags whether something is overpriced, fair or a genuine deal.
The mission is simple: make shopping smarter, fairer and more sustainable. In just five months, Phia has attracted more than 500,000 users, indexed billions of products and built over 5,000 brand partnerships. It also secured a US$8 million seed round led by Kleiner Perkins, joined by Hailey Bieber, Kris Jenner, Sara Blakely and Sheryl Sandberg—investors who bridge tech, retail and culture. “Phia is redefining how people make purchase decisions,” said Annie Case, partner at Kleiner Perkins.
Phia’s AI engine scans real-time data from more than 250 million products across its network, including Vestiaire Collective, StockX, eBay and Poshmark. Beyond comparing prices, the app helps users discover cheaper or more sustainable options by displaying pre-owned items next to new ones—helping users see the full spectrum of choices before they buy. It also evaluates how different brands perform over time, analysing how well their products hold resale value. This insight helps shoppers judge whether a purchase is likely to last in value or if opting for a second-hand version makes more sense. The result is a platform that naturally encourages circular shopping—keeping items in use longer through resale, repair or recycling—and resonates strongly with Gen Z and millennial values of sustainability and mindful spending.
By encouraging transparency and smarter choices, Phia signals a broader shift in consumer technology: one where AI doesn’t just automate decisions but empowers users to understand them. Instead of merely digitizing the act of shopping, Phia embodies data-driven accountability—using intelligent search to help consumers make informed and ethical choices in markets long clouded by complexity. Retail analysts believe this level of visibility could push brands to maintain accurate and competitive pricing. Skeptics, however, argue that Phia must evolve beyond comparison to create emotional connection and loyalty. Still, one fact stands out: algorithms are no longer just recommending what we buy—they’re rewriting how we decide.
With new funding powering GPU expansion and advanced personalization tools, Phia’s next step is to build a true AI shopping agent—one that helps people buy better, live smarter and rethink what it means to shop with purpose.
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Turning computing heat into a practical heating solution for greenhouses.
Updated
January 23, 2026 10:41 AM
Inside of a workstation computer with red lighting. PHOTO: UNSPLASH
Most computing systems have one unavoidable side effect: they get hot. That heat is usually treated as a problem and pushed away using cooling systems. Canaan Inc., a technology company that builds high-performance computing machines, is now showing how that same heat can be reused instead of wasted.
In a pilot project in Manitoba, Canada, Canaan is working with greenhouse operator Bitforest Investment to recover heat generated by its computing systems. Rather than focusing only on computing output, the project looks at a more basic question—what happens to all the heat these machines produce and can it serve a practical purpose?
The idea is simple. Canaan’s computers run continuously and naturally generate heat. Instead of releasing that heat into the environment, the system captures it and uses it to warm water. That warm water is then fed into the greenhouse’s existing heating system. As a result, the greenhouse needs less additional energy to maintain the temperatures required for plant growth.
This is enabled through liquid cooling. Instead of using air to cool the machines, a liquid circulates through the system and absorbs heat more efficiently. Because liquid retains heat better than air, the recovered water reaches temperatures that are suitable for industrial use. In effect, the computing system supports greenhouse heating while continuing to perform its primary computing function.
What makes this approach workable is that it integrates with existing infrastructure. The recovered heat does not replace the greenhouse’s boilers but supplements them. By preheating the water that enters the boiler system, the overall energy demand is reduced. Based on current assumptions, Canaan estimates that a significant portion of the electricity used by the servers can be recovered as usable heat, though actual results will be confirmed once the system is fully operational.
This matters because heating is one of the largest energy expenses for commercial greenhouses, particularly in colder regions like Canada. Many facilities still rely heavily on fossil-fuel-based heating and policies such as carbon pricing are encouraging lower-emission alternatives. Reusing computing heat offers a way to improve efficiency without requiring a complete overhaul of existing systems.
The project is planned to run for an initial two-year period, allowing Canaan to evaluate real-world performance factors such as reliability, system stability and maintenance needs. These findings will help determine whether the model can be replicated in other agricultural or industrial settings.
More broadly, the initiative reflects a shift in how computing infrastructure can be designed. Instead of operating as energy-intensive systems isolated from everyday use, computing equipment can contribute to real-world applications. Canaan’s greenhouse pilot highlights how excess heat—often seen as a by-product—can become part of a more efficient and thoughtful energy loop.
In doing so, the project suggests that improving sustainability in technology is not only about reducing energy consumption, but also about finding smarter ways to reuse the energy already being generated.