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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The collaboration between Oversonic Robotics and STMicroelectronics highlights how robotics is beginning to fill gaps traditional automation cannot.
Updated
January 23, 2026 10:41 AM
3D render of humanoid robots working in a factory assembly line. PHOTO: ADOBE STOCK
Oversonic Robotics, an Italian company known for building cognitive humanoid robots, has signed an agreement with STMicroelectronics, one of the world’s largest semiconductor manufacturers, to deploy humanoid robots inside semiconductor plants.
According to the companies, this is the first time cognitive humanoid robots will be used operationally inside semiconductor manufacturing facilities. And the first deployment has already taken place at ST’s advanced packaging and test plant in Malta.
At the center of the collaboration is RoBee, Oversonic’s humanoid robot. RoBee is designed to carry out support tasks within industrial environments, particularly where flexibility and interaction with human workers are required. In ST’s factories, the robots will assist with complex manufacturing and logistics flows linked to new semiconductor products. They are intended to work alongside existing automation systems, not replace them.
RoBee is notable for its ability to operate in environments shared with people. It is currently the only humanoid robot certified for use in both industrial and healthcare settings and is already in operation within several Italian companies. The robot is also being used in experimental hospital programs. That background helped position RoBee for deployment in tightly controlled manufacturing environments such as semiconductor plants.
Fabio Puglia, President of Oversonic Robotics, described the agreement as a milestone for deploying humanoid robots in complex industrial settings: “The partnership with STMicroelectronics is a great source of pride for us because it embodies the vision of cognitive robotics that Oversonic has brought to the industrial and healthcare markets. Being the first to introduce cognitive humanoid robots in a sophisticated production context such as semiconductors means measuring ourselves against the highest standards in terms of reliability, safety and operational continuity. This agreement represents a fundamental milestone for Oversonic and, more generally, for the industrial challenges these new machines are called to face in innovative and highly complex environments, alongside people and supporting their quality of work”.
From STMicroelectronics’ side, the use of humanoid robots is framed as part of a broader effort to manage growing manufacturing complexity. he company said RoBee will support complex tasks and help manage the intricate production flows required by newer semiconductor products. It is also expected to contribute to improved product quality and shorter manufacturing cycle times. The robots are designed to integrate with existing automation and software systems, helping improve safety and operational continuity.
In semiconductor manufacturing, precision and reliability leave little room for experimentation. Therefore, introducing humanoid robots into this environment signals a practical shift. It shows how robotics is starting to fill gaps that traditional automation has struggled to address.