Phoebe Gates And Sophia Kianni’s Phia Raises $35M To ‘Make Shopping Fun Again’
Phia secures $35M to build an AI shopping agent that delivers personalized, joyful e-commerce experiences for modern consumers
Matilda
Phoebe Gates And Sophia Kianni’s Phia Raises $35M To ‘Make Shopping Fun Again’
Phia Raises $35M to Reinvent AI Shopping Phia has raised $35 million in fresh funding to build an AI shopping agent designed to transform how people discover and buy products online. Founded by Phoebe Gates and Sophia Kianni, the ten-month-old startup aims to solve e-commerce fatigue by delivering hyper-personalized recommendations without endless scrolling. With hundreds of thousands of monthly active users already onboard, Phia believes artificial intelligence can finally make digital shopping feel intuitive, efficient, and even fun again—addressing a pain point millions of consumers face daily. Credit: Timothy O'Donnell / Phia Why Shopping Feels Broken—and How AI Can Fix It For decades, online shopping has relied on the same basic formula: search bars, category filters, and algorithmic feeds that prioritize engagement over satisfaction. The result? Decision fatigue, irrelevant suggestions, and a sense of disconnection from the joy of discovery. Phia’s founders argue that commerce t…
