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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When farm challenges grow, smart tools need to grow with them.
Updated
January 8, 2026 6:32 PM
A drone spraying water over an agricultural field. PHOTO: FREEPIK
Farms today are under pressure. Fields are getting bigger, workers are harder to find and many jobs still rely on long hours of manual labor. XAG’s new P150 Max agricultural drone is designed for exactly this reality. Instead of replacing farmers, it takes over the heavy, repetitive fieldwork that slows them down, making farm operations more efficient and more precise.
The P150 Max is built around one simple idea: a single machine that can handle multiple farming tasks. Most farm drones focus only on spraying or mapping, but this one is fully modular. With a quick switch of attachments, it can spray crops, spread seeds or fertilizer, map fields or transport supplies. This flexibility helps farmers keep up with changing tasks throughout the day without needing different machines, improving both productivity and cost-efficiency.
A key challenge in agriculture is that fields are rarely smooth or predictable. Tractors can get stuck, smaller drones can’t carry much and some areas—like orchards or hilly plots—are simply hard to reach. The P150 Max fills that gap with an 80-kilogram payload and fast flight speed, letting it cover more ground per trip. Fewer takeoffs mean less downtime and more work completed before weather or daylight cuts operations short.
When it’s time to spray, the drone uses a smart spraying system that allows farmers to adjust droplet size based on the crop’s needs. This matters because precise spraying reduces waste and improves targeting. With an output of up to 46 liters per minute, the drone can serve both large open fields and dense orchards where consistent coverage is traditionally difficult.
The spreading system applies the same logic. Instead of dropping seeds or fertilizer unevenly, the vertical mechanism spreads material smoothly and resists wind drift. This ensures uniform application across irregular or hard-to-reach land—an ongoing challenge for modern farms aiming for higher yield and better resource use.
Another everyday issue for farmers is understanding and surveying the land before working on it. The P150 Max helps here with a built-in mapping tool that covers up to 20 hectares per flight and instantly converts the images into detailed maps. With AI detecting obstacles like trees or irrigation lines, the drone can plan safe and efficient autonomous routes, reducing manual planning time.
Beyond spraying and spreading, the drone can transport tools, produce and farm supplies using a sling attachment. This is particularly helpful after heavy rain, when vehicles cannot easily move across muddy or flooded fields.
Under all these functions is XAG’s upgraded flight control system, which provides centimeter-level accuracy even when network signals are weak. Integrated sensors—including 4D radar and a wide-angle camera—help the drone recognize hazards such as poles and wires. Farmers can manage all operations through the XAG One app or a handheld controller, both of which automatically generate the best route based on field shape and terrain.
Since long field days require long operating hours, the fast-charging battery system can recharge in about seven minutes using a dedicated kit. This supports continuous drone use throughout the day with minimal interruptions.
After years of testing, the XAG P150 Max is essentially an effort to make practical, scalable farm automation more accessible. By combining spraying, spreading, mapping and transport into one heavy-duty platform, it offers a way to ease labor shortages while keeping operations efficient and sustainable. Instead of focusing on one task, the drone aims to take over the time-consuming physical work so farmers can focus on decisions, planning and crop management.