Phoebe Gates and Sophia Kianni, founders of Phia. PHOTO: PHIA
With Phia’s AI, the new luxury is knowing what’s worth buying.
Updated
December 19, 2025 9:26 PM
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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Inside a partnership showing how open-source platforms and startups are scaling autonomous driving beyond the lab.
Updated
December 17, 2025 2:52 PM
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A Robotaxi prototype developed by TIER IV. PHOTO: TIER IV
Autonomous driving is often discussed in terms of futuristic cars and distant timelines. This investment is about something more immediate. Japan-based TIER IV has invested in Turing Drive, a Taiwan startup that builds autonomous driving systems designed for controlled, everyday environments such as factories, ports, airports and industrial campuses. The investment establishes a capital and business alliance between the two companies, with a shared focus on developing autonomous driving technology and expanding operations across Asia.
Rather than targeting open roads and city traffic, Turing Drive’s work centres on places where vehicles follow fixed routes and move at low speeds. These include logistics hubs, manufacturing facilities and commercial sites where automation is already part of daily operations. According to the release, Turing Drive has deployments across Taiwan, Japan and other regions and works closely with vehicle manufacturers to integrate autonomous systems into special-purpose vehicles.
The investment also connects Turing Drive more closely with Autoware, an open-source autonomous driving software ecosystem supported by TIER IV. Turing Drive joined the Autoware Foundation in September 2024 and develops its systems using this shared software framework. TIER IV’s own Pilot.Auto platform, which is built around Autoware, is used across applications such as factory transport, public transit, freight movement and autonomous mobility services.
Through the alliance, TIER IV plans to work with Turing Drive to further develop autonomous driving systems for these controlled environments, while strengthening its presence in Taiwan and the broader Asia-Pacific region. The collaboration brings together software development and on-the-ground deployment experience within markets where autonomous driving is already being tested in real operational settings.
“This partnership with Turing Drive represents a significant step forward in accelerating the deployment of autonomous driving across Asia”, said TIER IV CEO Shinpei Kato. “At TIER IV, our mission has always been to make autonomous driving accessible to all. By collaborating with Turing Drive, which has demonstrated remarkable achievements in real-world deployments in Taiwan, we aim to deliver autonomous driving that enables a safer, more sustainable and more inclusive society”.
“We are thrilled to establish this strategic alliance with TIER IV, a global leader in open-source autonomous driving”, said Weilung Chen, chairman of Turing Drive. “In Taiwan, autonomous driving deployment is gaining significant momentum, particularly across logistics hubs, ports, airports and industrial campuses. By combining our field expertise with TIER IV's world-class Pilot.Auto platform, we aim to accelerate the development of practical, commercially viable mobility services powered by autonomous driving”. Overall, the investment highlights how autonomous driving in Asia is being shaped by operational needs and gradual integration, rather than headline-grabbing demonstrations.