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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What Overstory’s vegetation intelligence reveals about wildfire and outage risk.
Updated
January 15, 2026 8:03 PM
Aerial photograph of a green field. PHOTO: UNSPLASH
Managing vegetation around power lines has long been one of the biggest operational challenges for utilities. A single tree growing too close to electrical infrastructure can trigger outages or, in the worst cases, spark fires. With vast service territories, shifting weather patterns and limited visibility into changing landscape conditions, utilities often rely on inspections and broad wildfire-risk maps that provide only partial insight into where the most serious threats actually are.
Overstory, a company specializing in AI-powered vegetation intelligence, addresses this visibility gap with a platform that uses high-resolution satellite imagery and machine-learning models to interpret vegetation conditions in detail.Instead of assessing risk by region, terrain type or outdated maps, the system evaluates conditions tree by tree. This helps utilities identify precisely where hazards exist and which areas demand immediate intervention—critical in regions where small variations in vegetation density, fuel type or moisture levels can influence how quickly a spark might spread.
At the core of this technology is Overstory’s proprietary Fuel Detection Model, designed to identify vegetation most likely to ignite or accelerate wildfire spread. Unlike broad, publicly available fire-risk maps, the model analyzes the specific fuel conditions surrounding electrical infrastructure. By pinpointing exact locations where certain fuel types or densities create elevated risk, utilities can plan targeted wildfire-mitigation work rather than relying on sweeping, resource-heavy maintenance cycles.
This data-driven approach is reshaping how utilities structure vegetation-management programs. Having visibility into where risks are concentrated—and which trees or areas pose the highest threat—allows teams to prioritize work based on measurable evidence. For many utilities, this shift supports more efficient crew deployment, reduces unnecessary trims and builds clearer justification for preventive action. It also offers a path to strengthening grid reliability without expanding operational budgets.
Overstory’s recent US$43 million Series B funding round, led by Blume Equity with support from Energy Impact Partners and existing investors, reflects growing interest in AI tools that translate environmental data into actionable wildfire-prevention intelligence. The investment will support further development of Overstory’s risk models and help expand access to its vegetation-intelligence platform.
Yet the company’s focus remains consistent: giving utilities sharper, real-time visibility into the landscapes they manage. By converting satellite observations into clear and actionable insights, Overstory’s AI system provides a more informed foundation for decisions that impact grid safety and community resilience. In an environment where a single missed hazard can have far-reaching consequences, early and precise detection has become an essential tool for preventing wildfires before they start.