Phoebe Gates and Sophia Kianni share the playbook for scaling consumer AI and winning Gen Z at TechCrunch Disrupt 2025

The realm of consumer AI is experiencing a significant surge, with the startup Phia emerging as a standout player this year. This AI-driven shopping assistant is gaining attention not only for its forward-thinking approach to how Gen Z engages with shopping but also due to its dynamic co-founders, Phoebe Gates and Sophia Kianni. At the upcoming TechCrunch Disrupt 2025, scheduled for October 27–29 at San Francisco’s Moscone West, Gates and Kianni will take the stage to discuss their strategy for establishing Phia as a resilient consumer brand. They will delve into the challenges of scaling within a highly competitive industry and explore how they are transforming fleeting trends into enduring market presence. Phia aims to revolutionize the shopping experience for digital natives, merging AI assistance with the principles of conscious consumerism. For Gen Z, shopping transcends mere convenience; it embodies trust, personalization, and ethical alignment. Gates and Kianni believe that successful consumer AI must address all these aspects simultaneously. Phoebe Gates, a co-founder of Phia, is not only an entrepreneur but also a staunch advocate for women’s reproductive rights and gender equality. With a degree in human biology from Stanford, she has collaborated with healthcare leaders and activists to foster significant social progress. Her entrepreneurial endeavors aim to inspire future generations of women in business. Gates was honored as the 2024 “Rising Reproductive Freedom Champion” by Reproductive Freedom for All, emphasizing her commitment to social change as she works to elevate Phia in the AI shopping landscape. Sophia Kianni, also a co-founder, brings her experience as an Iranian American entrepreneur and climate advocate to the table. She founded Climate Cardinals, the world’s largest youth-led climate nonprofit, and has been recognized in Forbes 30 Under 30 and BBC’s 100 Women. Kianni holds the distinction of being the youngest UN climate advisor in U.S. history and is now channeling her storytelling and advocacy skills to propel Phia forward. A Stanford graduate, she is dedicated to utilizing AI to facilitate more intelligent and sustainable consumer decisions. Building a successful consumer AI brand involves more than just technology; it requires cultivating trust, swiftly adapting to market changes, and distinguishing oneself in a crowded field. During their session at TechCrunch Disrupt 2025, Gates and Kianni will share insights on these critical elements. With over 10,000 founders, investors, and industry professionals expected to attend, this event presents a prime opportunity for anyone interested in consumer AI, commerce, or brand technology aiming to secure the loyalty of Gen Z. Don’t miss the chance to witness Gates and Kianni elucidate the next evolution of AI-enhanced shopping.