Phoebe Gates' AI Shopping App Phia Faces Affiliate Sales Misattribution Scandal
Phia, an AI-powered shopping plugin co-founded by Phoebe Gates and Sophia Kianni, has been accused of misattributing affiliate sales through fake clicks. Investigations found instances of Phia claiming referrals through fake clicks and taking credit for sales meant for other publishers. The company blames a bug, but the feature causing the issue rolled out in December 2025.
Key points
- Phia, an AI-powered shopping plugin co-founded by Phoebe Gates and Sophia Kianni, has been accused of misattributing affiliate sales through fake clicks.
- Investigations by researcher Ben Edelman, Bloomberg, and Capital One Shopping found instances of Phia claiming referrals through fake clicks and taking credit for sales meant for other publishers.
- The feature causing the issue rolled out in December 2025, and Phia has blamed a bug for the misattributions.
- Phia's spokesperson stated that the issue was resolved within 24 hours of being notified, with the company's team working overnight to identify and mitigate the problem.
Phia, an AI-powered shopping plugin, has been at the center of a controversy surrounding affiliate sales misattribution. The plugin, co-founded by Phoebe Gates and Sophia Kianni, has been accused of using a tactic called cookie stuffing to attach its affiliate code to sales it didn't actually drive.
Investigations by researcher Ben Edelman, Bloomberg, and Capital One Shopping found instances of Phia claiming referrals through fake clicks and taking credit for sales meant for other publishers. This has raised concerns about the transparency and fairness of affiliate marketing practices.
Phia has blamed a bug for the misattributions, stating that the issue was resolved within 24 hours of being notified. However, the feature causing the issue rolled out in December 2025, which has led some to question the company's preparedness for such a scenario.
The implications of this scandal are still unfolding, but it highlights the need for greater transparency and accountability in the affiliate marketing industry.
Sources
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