Bill Gates has a new ‘job’ at his daughter’s AI fashion startup: What is it and why is he doing this

Bill gates daughter - AFP

Bill Gates may be one of the world’s most influential tech leaders, but his latest role is far from a boardroom. The Microsoft co-founder recently revealed that he worked a shift in customer service at his daughter Phoebe Gates’ startup — a move that’s drawing attention for its humility and hands-on leadership.

From Microsoft to customer service

In a LinkedIn post, Gates wrote, “I’ve entered the startup world again… When your daughter asks if you’d be willing to work a shift in customer service at her startup, the only right answer is yes.”

The startup in question is Phia, an AI-powered fashion-tech platform co-founded by Phoebe Gates and her Stanford classmate Sophia Kianni. The platform uses artificial intelligence to compare prices of new and second-hand fashion items across over 40,000 websites, aiming to make shopping smarter and more sustainable.

Why Gates took the role

Gates didn’t just do it out of family loyalty. He sees real value in getting close to end users. “The best way to understand how something works — or where it breaks — is to go straight to the people using it,” he explained. By spending time in customer service, Gates says he wanted to see firsthand how users interact with Phia and where the product could improve.

The experience echoes a broader trend where tech leaders immerse themselves in user-facing roles to gain perspective. Uber CEO Dara Khosrowshahi, for instance, has delivered rides and food to understand customer pain points.

More than just a dad — but not an investor

Interestingly, Gates has not invested in Phia. In a podcast earlier this year, he shared that investing in his daughter’s startup would have made him too involved in its operations. Instead, he chose to offer guidance on hiring and product development, while others handled funding.

Still, when it came to pitching in, Gates didn’t hesitate. “It’s been inspiring to watch them tackle a massive challenge,” he said.

Phia: What does it do

Phia is available as a free iOS app and Chrome extension, and it’s designed to function like the Booking.com of fashion — comparing prices, highlighting resale options, and nudging users toward more sustainable choices. As Gates jokingly concluded, “Hopefully, I won’t break anything (no promises). You never know who’s on the other end of the customer service line.”