Phoebe Gates and Sophia Kianni, co-founders of the AI-powered shopping assistant Phia, are scheduled to speak at TechCrunch Disrupt 2025. The presentation, set for October 27–29 at San Francisco’s Moscone West, will focus on strategies for building and scaling a consumer AI brand in competitive markets.
Phia, which launched in 2025, aims to redefine how digital natives, particularly Gen Z, discover and purchase products. The platform is designed to blend AI assistance with conscious consumerism, a strategy informed by the evolving expectations of younger demographics. For this segment, the shopping journey extends beyond mere convenience to encompass trust, personalization, and alignment with personal ethics, according to the company's stated vision. Phia's approach is based on the premise that the next generation of consumer AI must concurrently deliver on these aspects.
Gates and Kianni's appearance on the Disrupt Stage will delve into several key areas pertinent to scaling a technology venture. Their discussion is expected to address strategies for converting market attention into sustained adoption and building consumer loyalty. They will also explore the "Gen Z factor," detailing how the youngest demographic of shoppers is influencing demand for personalization, transparency, and values-driven technology. Furthermore, the co-founders are slated to share insights on the challenges and lessons learned in scaling an early-stage concept within a highly competitive technology market, aiming to transform viral buzz into lasting market influence, according to event organizers.
The founders bring diverse backgrounds to their roles at Phia. Phoebe Gates, a Stanford graduate in human biology, has a history in advocacy for women’s reproductive rights and gender equity. Her entrepreneurial focus is applied to inspire women in business. Sophia Kianni, also a Stanford alumna, is recognized for her work as an environmental activist and founder of Climate Cardinals, which is noted as the world’s largest youth-led climate nonprofit. Kianni previously served as the youngest UN climate adviser in U.S. history.
TechCrunch Disrupt 2025 is projected to host over 10,000 attendees, including founders, investors, and operators. The event's agenda encompasses a broad range of technology discussions, with sessions designed to offer insights into startup growth and market positioning within the tech ecosystem.
