Consumer AI is having its breakout moment, and few startups have captured the spotlight this year quite like Phia. The AI-powered shopping assistant has become one of the most talked-about launches of 2025. This buzz is not only for its vision of how Generation Z shops but also for the powerhouse founders leading it: Phoebe Gates and Sophia Kianni.
At TechCrunch Disrupt 2025, happening October 27–29 at San Francisco’s Moscone West, the two will take to the Disrupt Stage. They will share how they are building Phia into a durable consumer brand, what it takes to scale in one of tech’s most competitive markets, and how they are turning viral buzz into lasting market influence.
Phia aims to reinvent the way digital natives discover, compare, and shop for products. It blends AI assistance with the values of conscious consumerism. For Gen Z, the shopping journey is about more than convenience. It is about trust, personalization, and aligning choices with personal ethics. Gates and Kianni are betting that the next generation of consumer AI must deliver on all of those fronts at once.
Phoebe Gates, co-founder of Phia, is an entrepreneur and passionate advocate for women’s reproductive rights and gender equity. A Stanford graduate in human biology, she has worked with global healthcare leaders, activists, and advocates to drive meaningful social change. Gates applies her entrepreneurial focus to inspire a new generation of women in business. Recognized by Reproductive Freedom for All as the 2024 Rising Reproductive Freedom Champion, she continues to be a voice for progress while building Phia into a leading AI shopping brand.
Sophia Kianni is the co-founder of Phia. She is an Iranian American entrepreneur and climate activist who has made waves as the founder of Climate Cardinals, the world’s largest youth-led climate nonprofit. Named to Forbes 30 Under 30 and BBC’s 100 Women, she also served as the youngest UN climate adviser in U.S. history. Now she is applying her storytelling and advocacy expertise to scale Phia. A Stanford alumna, Kianni is focused on using AI to empower smarter, more sustainable consumer choices.
Scaling a consumer AI brand is not just about technology. It is about winning trust, adapting quickly to market shifts, and knowing how to stand out in a noisy space. Gates and Kianni will discuss how to turn attention into adoption and move beyond hype to build real consumer loyalty. They will explore the Gen Z factor and why today’s youngest shoppers expect personalization, transparency, and values-driven technology. They will also share lessons on building for scale from taking an early-stage idea into one of the toughest markets in tech.
With more than 10,000 founders, investors, and operators set to gather at TechCrunch Disrupt 2025, this session is a must-see for anyone building in consumer AI, commerce, or brand-driven technology who wants to win Gen Z loyalty. Be in the room when Phoebe Gates and Sophia Kianni break down the next frontier of AI-powered shopping. Register today to save.
The event will host over 250 leaders from companies and funds like Netflix, Box, A16Z, ElevenLabs, Wayve, Hugging Face, Elad Gil, and Vinod Khosla. These heavy hitters will lead more than 200 sessions designed to deliver the insights that fuel startup growth and sharpen your edge. Do not miss the 20th anniversary of TechCrunch and a chance to learn from the top voices in technology. Grab your ticket before doors open to save. The event takes place in San Francisco from October 27 to 29, 2025.