Phia, a shopping app that lets users compare prices across sites for both used and new items, on Thursday announced it secured $8 million in seed funding. The round was led by venture firm Kleiner Perkins, with backing from names like Hailey Bieber, Kris Jenner and former Meta executive Sheryl Sandberg. It plans to introduce an AI shopping agent that generates personalised product recommendations based on users’ preferences, browsing behaviour and budget. Gen-AI design platform Raspberry raised $24 million in January; virtual try-on app Doji secured $14 million in May; and AI-powered personal styling platforms Alta and Gensmo took on $11 million and $60 million in funding, respectively, in June. This time, they’re backing founders with tech chops and are more patient in helping them grow.