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.
Keep Reading
A step forward that could influence how smart contracts are designed and verified.
Updated
January 8, 2026 6:32 PM
ChainGPT's robot mascot. IMAGE: CHAINGPT
A new collaboration between ChainGPT, an AI company specialising in blockchain development tools and Secret Network, a privacy-focused blockchain platform, is redefining how developers can safely build smart contracts with artificial intelligence. Together, they’ve achieved a major industry first: an AI model trained exclusively to write and audit Solidity code is now running inside a Trusted Execution Environment (TEE). For the blockchain ecosystem, this marks a turning point in how AI, privacy and on-chain development can work together.
For years, smart-contract developers have faced a trade-off. AI assistants could speed up coding and security reviews, but only if developers uploaded their most sensitive source code to external servers. That meant exposing intellectual property, confidential logic and even potential vulnerabilities. In an industry where trust is everything, this risk held many teams back from using AI at all.
ChainGPT’s Solidity-LLM aims to solve that problem. It is a specialised large language model trained on over 650,000 curated Solidity contracts, giving it a deep understanding of how real smart contracts are structured, optimised and secured. And now, by running inside SecretVM, the Confidential Virtual Machine that powers Secret Network’s encrypted compute layer, the model can assist developers without ever revealing their code to outside parties.
“Confidential computing is no longer an abstract concept,” said Luke Bowman, COO of the Secret Network Foundation. “We've shown that you can run a complex AI model, purpose-built for Solidity, inside a fully encrypted environment and that every inference can be verified on-chain. This is a real milestone for both privacy and decentralised infrastructure”.
SecretVM makes this workflow possible by using hardware-backed encryption to protect all data while computations take place. Developers don’t interact with the underlying hardware or cryptography. Instead, they simply work inside a private, sealed environment where their code stays invisible to everyone except them—even node operators. For the first time, developers can generate, test and analyse smart contracts with AI while keeping every detail confidential.
This shift opens new possibilities for the broader blockchain community. Developers gain a private coding partner that can streamline contract logic or catch vulnerabilities without risking leaks. Auditors can rely on AI-assisted analysis while keeping sensitive audit material protected. Enterprises working in finance, healthcare or governance finally have a path to adopt AI-driven blockchain automation without raising compliance concerns. Even decentralised organisations can run smart-contract agents that make decisions privately, without exposing internal logic on a public chain.
The system also supports secure model training and fine-tuning on encrypted datasets. This enables collaborative AI development without forcing anyone to share raw data—a meaningful step toward decentralised and privacy-preserving AI at scale.
By combining specialised AI with confidential computing, ChainGPT and Secret Network are shifting the trust model of on-chain development. Instead of relying on centralised cloud AI services, developers now have a verifiable, encrypted environment where they keep full control of their code, their data and their workflow. It’s a practical solution to one of blockchain’s biggest challenges: using powerful AI tools without sacrificing privacy.
As the technology evolves, the roadmap includes confidential model fine-tuning, multi-agent AI systems and cross-chain use cases. But the core advancement is already clear: developers now have a way to use AI for smart contract development that is fast, private and verifiable—without compromising the security standards that decentralised systems rely on.