Phoebe Gates, the youngest daughter of tech titan Bill Gates, has revealed how artificial intelligence is at the heart of her strategy to propel her fashion-tech startup, Phia, into the spotlight. In a candid conversation on the debut episode of The Burnouts podcast, which she co-hosts with fellow entrepreneur Sophia Kianni, the 22-year-old detailed how they’ve harnessed ChatGPT to break into the competitive world of online fashion.
“I use AI almost every single day, and it supercharges me,” Phoebe told listeners, highlighting the central role generative AI plays in their day-to-day operations. The pair’s approach, they explained, involves dissecting viral online content to uncover the elements that make it resonate with audiences and then using AI to replicate that success for their brand.
Reverse Engineering Viral Success
Phoebe and Sophia shared that they begin by analysing viral videos, breaking them down piece by piece in Excel spreadsheets to identify the common threads behind their popularity. “Then we’ll reverse engineer how to make that video,” Phoebe explained, according to Business Insider.
This meticulous process extends directly into their own founder-focused content. By studying the patterns of successful online posts, the duo crafts videos that aim to capture the same viral energy, an approach that blends creativity, analytics, and AI into a single workflow.
Sophia, 23, who holds the distinction of being the youngest U.N. climate advisor in U.S. history, elaborated on how they deploy ChatGPT to tailor scripts and marketing messages for Phia. After transcribing the text from popular videos, she uses the AI model to adapt the content for Phia’s branding needs. “I turned that transcript into, like, I wrote a description of Phia, then I put that into ChatGPT, and I asked it, ‘Can you turn this script into one that works for Phia?’” she said.
Understanding what makes content go viral isn’t just a bonus for the duo; it’s foundational. “You should not be starting anything from scratch. The internet exists for a reason,” Sophia emphasised, underscoring the strategic importance of building on proven formulas in digital marketing.
Phia: A New Kind of Fashion-Tech Platform
Launched in April, Phia aims to disrupt the way consumers shop for clothes online. By leveraging artificial intelligence, the platform compares clothing prices across 40,000 websites to find the best deals, helping users navigate the often-overwhelming world of e-commerce, according to People.
The service is designed to save shoppers both time and money, applying technology not just to convenience but also to affordability, an appealing proposition in an era when price-conscious consumers are increasingly turning to tech-driven solutions.
A Different Path: Phoebe’s Bold Leap from Stanford
In The Burnouts podcast, Phoebe also opened up about the personal journey that led her to entrepreneurship. She revealed that her father, Bill Gates, initially opposed her plan to leave college early to start a business. Despite his reservations, Phoebe graduated from Stanford University ahead of schedule and launched Phia without any financial backing from her billionaire parents.
Bill Gates later told The New York Times that he was pleased Phoebe didn’t seek family funds to support her new venture, signalling his approval of her independence.
The decision reflects a conscious effort by Phoebe to carve her own path in the tech world, separate from the influence and resources of her famous family. It also highlights a generational shift, as children of Silicon Valley’s original innovators now forge careers defined as much by their own visions as their parents’ legacies.
The Power of AI in the Hands of a New Generation
Phoebe and Sophia’s reliance on ChatGPT underscores a broader trend among Gen Z entrepreneurs, who are increasingly comfortable integrating cutting-edge tools into their workflows. Rather than treating AI as a novelty or threat, they see it as an indispensable part of the creative process, a collaborator that can enhance everything from marketing strategies to product development.
As Phia gains momentum, the founders’ savvy combination of data analysis, AI, and social media literacy could offer a template for other young innovators eager to make their mark in tech.
Their story also serves as a reminder: in today’s hyperconnected world, success often belongs to those who not only dream big but also harness the best tools available to bring those dreams to life.
