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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How ECOPEACE uses autonomous robots and data to monitor and maintain urban water bodies.
Updated
January 23, 2026 10:41 AM
A school of fish swimming among debris and waste. PHOTO: UNSPLASH
South Korea–based water technology company ECOPEACE is working on a practical challenge many cities face today: keeping urban water bodies clean as pollution and algae growth become more frequent. Rather than relying on periodic cleanup drives, the company focuses on systems that can monitor and manage water conditions on an ongoing basis.
At the core of ECOPEACE’s work are autonomous water-cleanup robots known as ECOBOT. These machines operate directly on lakes, reservoirs and rivers, removing algae and surface waste while also collecting information about water quality. The idea is to combine cleaning with constant observation so changes in water conditions do not go unnoticed.
Alongside the robots, ECOPEACE uses a filtration and treatment system designed to process polluted water continuously. This system filters out contaminants using fine metal filters and treats the water using electrical processes. It also cleans itself automatically, which allows it to run for long periods without frequent manual maintenance.
The role of AI in this setup is largely about decision-making rather than direct control. Sensors placed across the water body collect data such as pollution levels and water quality indicators. The software then analyses this data to spot early signs of issues like algae growth. Based on these patterns, the system adjusts how the robots and filtration units operate, such as changing treatment intensity or water flow. In simple terms, the technology helps the system respond sooner instead of waiting for visible problems to appear.
ECOPEACE has already deployed these systems across several reservoirs, rivers and urban waterways in South Korea. Those projects have helped refine how the robots, sensors and software work together in real environments rather than controlled test sites.
Building on that experience, the company has begun expanding beyond Korea. It is currently running pilot and proof-of-concept projects in Singapore and the United Arab Emirates. These deployments are testing how the technology performs in dense urban settings where waterways are closely linked to public health, infrastructure and daily city life.
Both regions have invested heavily in smart city initiatives and water management, making them suitable test beds for automated monitoring and cleanup systems. The pilots focus on algae control, surface cleaning and real-time tracking of water quality rather than large-scale rollout.
As cities continue to grow and climate-related pressures on water systems increase, managing waterways is becoming less about occasional intervention and more about continuous oversight. ECOPEACE’s approach reflects that shift by using automation and data to address problems early and reduce the need for reactive cleanup later.