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 upgraded CodeFusion Studio 2.0 simplifies how developers design, test and deploy AI on embedded systems.
Updated
January 8, 2026 6:34 PM
Illustration of CodeFusion Studio™ 2.0 showing AI, code and chip icons. PHOTO: ANALOG DEVICES, INC.
Analog Devices (ADI), a global semiconductor company, launched CodeFusion Studio™ 2.0 on November 3, 2025. The new version of its open-source development platform is designed to make it easier and faster for developers to build AI-powered embedded systems that run on ADI’s processors and microcontrollers.
“The next era of embedded intelligence requires removing friction from AI development”, said Rob Oshana, Senior Vice President of the Software and Digital Platforms group at ADI. “CodeFusion Studio 2.0 transforms the developer experience by unifying fragmented AI workflows into a seamless process, empowering developers to leverage the full potential of ADI's cutting-edge products with ease so they can focus on innovating and accelerating time to market”.
The upgraded platform introduces new tools for hardware abstraction, AI integration and automation. These help developers move more easily from early design to deployment.
CodeFusion Studio 2.0 enables complete AI workflows, allowing teams to use their own models and deploy them on everything from low-power edge devices to advanced digital signal processors (DSPs).
Built on Microsoft Visual Studio Code, the new CodeFusion Studio offers built-in checks for model compatibility, along with performance testing and optimization tools that help reduce development time. Building on these capabilities, a new modular framework based on Zephyr OS lets developers test and monitor how AI and machine learning models perform in real time. This gives clearer insight into how each part of a model behaves during operation and helps fine-tune performance across different hardware setups.
Additionally, the CodeFusion Studio System Planner has also been redesigned to handle more device types and complex, multi-core applications. With new built-in diagnostic and debugging features — like integrated memory analysis and visual error tracking — developers can now troubleshoot problems faster and keep their systems running more efficiently.
This launch marks a deeper pivot for ADI. Long known for high-precision analog chips and converters, the company is expanding its edge-AI and software capabilities to enable what it calls Physical Intelligence — systems that can perceive, reason, and act locally.
“Companies that deliver physically aware AI solutions are poised to transform industries and create new, industry-leading opportunities. That's why we're creating an ecosystem that enables developers to optimize, deploy and evaluate AI models seamlessly on ADI hardware, even without physical access to a board”, said Paul Golding, Vice President of Edge AI and Robotics at ADI. “CodeFusion Studio 2.0 is just one step we're taking to deliver Physical Intelligence to our customers, ultimately enabling them to create systems that perceive, reason and act locally, all within the constraints of real-world physics”.