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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A closer look at how machine intelligence is helping doctors see cancer in an entirely new light.
Updated
January 8, 2026 6:33 PM
Serratia marcescens colonies on BTB agar medium. PHOTO: UNSPLASH
Artificial intelligence is beginning to change how scientists understand cancer at the cellular level. In a new collaboration, Bio-Techne Corporation, a global life sciences tools provider, and Nucleai, an AI company specializing in spatial biology for precision medicine, have unveiled data from the SECOMBIT clinical trial that could reshape how doctors predict cancer treatment outcomes. The results, presented at the Society for Immunotherapy of Cancer (SITC) 2025 Annual Meeting, highlight how AI-powered analysis of tumor environments can reveal which patients are more likely to benefit from specific therapies.
Led in collaboration with Professor Paolo Ascierto of the University of Napoli Federico II and Istituto Nazionale Tumori IRCCS Fondazione Pascale, the study explores how spatial biology — the science of mapping where and how cells interact within tissue — can uncover subtle immune behaviors linked to survival in melanoma patients.
Using Bio-Techne’s COMET platform and a 28-plex multiplex immunofluorescence panel, researchers analyzed 42 pre-treatment biopsies from patients with metastatic melanoma, an advanced stage of skin cancer. Nucleai’s multimodal AI platform integrated these imaging results with pathology and clinical data to trace patterns of immune cell interactions inside tumors.
The findings revealed that therapy sequencing significantly influences immune activity and patient outcomes. Patients who received targeted therapy followed by immunotherapy showed stronger immune activation, marked by higher levels of PD-L1+ CD8 T-cells and ICOS+ CD4 T-cells. Those who began with immunotherapy benefited most when PD-1+ CD8 T-cells engaged closely with PD-L1+ CD4 T-cells along the tumor’s invasive edge. Meanwhile, in patients alternating between targeted and immune treatments, beneficial antigen-presenting cell (APC) and T-cell interactions appeared near tumor margins, whereas macrophage activity in the outer tumor environment pointed to poorer prognosis.
“This study exemplifies how our innovative spatial imaging and analysis workflow can be applied broadly to clinical research to ultimately transform clinical decision-making in immuno-oncology”, said Matt McManus, President of the Diagnostics and Spatial Biology Segment at Bio-Techne.
The collaboration between the two companies underscores how AI and high-plex imaging together can help decode complex biological systems. As Avi Veidman, CEO of Nucleai, explained, “Our multimodal spatial operating system enables integration of high-plex imaging, data and clinical information to identify predictive biomarkers in clinical settings. This collaboration shows how precision medicine products can become more accurate, explainable and differentiated when powered by high-plex spatial proteomics – not limited by low-plex or H&E data alone”.
Dr. Ascierto described the SECOMBIT trial as “a milestone in demonstrating the possible predictive power of spatial biomarkers in patients enrolled in a clinical study”.
The study’s broader message is clear: understanding where immune cells are and how they interact inside a tumor could become just as important as knowing what they are. As AI continues to map these microscopic landscapes, oncology may move closer to genuinely personalized treatment — one patient, and one immune network, at a time.