Consumer AI is at a breakout moment. Few startups have won the spotlight like Phia this year. The AI-powered shopping assistant has become one of 2025's most talked about launches, not just the vision for Gen Z Shops, but also the vision of the founder of the powerhouse, which leads Phoebe Gates and Sophia Kianni.
In the 2025 destruction of TechCrunch, which took place in West Moscon in San Francisco on October 27-29, the two share how to build Phia into durable consumer brands, what it takes to expand in one of the most competitive markets of technology, and how to turn viral topics into the last market impact.
The next era of consumer AI
Phia aims to reinvent the way digital natives discover, compare and shop products. This combines the values of conscious consumerism with the support of AI. For Gen Z, shopping trips are more than convenience. It's about trust, personalization, and choice choices. Gates and Kianni bet that the next generation of consumer AI must deliver in all of these aspects at once.
From advocacy to AI
Phoebe Gates, co-founder of Phia, is an entrepreneur and passionate advocate for women's reproductive rights and gender equity. A Stanford University biology alumni, she worked with global healthcare leaders, activists and advocates to promote meaningful social change. Gates applies the entrepreneurial focus to inspire a new generation of women in business. Recognised by the reproductive freedom of all as the 2024 “Rising Reproductive Freedom Champion,” she continues to speak out for progress while building Phia into a leading AI shopping brand.
Sofia Kiani is the co-founder of Phia. She is an Iranian-American entrepreneur and climate activist who made waves as the founder of Climate Cardinal, the world's largest youth-led climate nonprofit. Nominated as a Forbes 30 Under 30 and 100 women on the BBC, she also served as the youngest UN climate advisor in US history. Now, she is expanding her Phia by applying her storytelling and advocacy expertise. Kianni, a Stanford alumni, focuses on using AI to enhance smarter, more sustainable consumer choices.
Learn how to build for growth, loyalty and impact in this session
Scaling consumer AI brands is not just about technology. It's about gaining trust, quickly adapting to market changes, and knowing how to stand out in noisy spaces. Gates and Kianni discuss:
Focus on adoption: How PHIAs build real consumer loyalty beyond hype. Gen Z Factor: Why today's youngest shoppers expect personalisation, transparency and value-driven technology. Building scale: Lessons from bringing early stage ideas into one of the toughest markets in technology.
Don't miss out on ticket savings
With over 10,000 founders, investors and operators set up to gather in TechCrunch in 2025, this session is a must-see for anyone building on consumer AI, commercial or brand-driven technology that wants to win Gen Z loyalty. He's in the room when Phoebe Gates and Sofia Kiani smash the next frontier of AI-powered shopping. Sign up now and save up to $444. Isn't it just you? Save 20% in 4-9 groups by tomorrow, October 3rd.
TechCrunch Events
San Francisco | October 27-29, 2025