Bill Gates' daughter reveals ChatGPT hack she uses to power viral content for her fashion tech startup: ‘We use AI everyday'

Indian Express

02-07-2025

Phoebe Gates, the daughter of Bill Gates, is taking a cutting-edge approach to fashion-tech with her startup Phia, and artificial intelligence (AI) is right at the heart of it.
In a recent episode of The Burnouts podcast, which she co-hosts with co-founder Sophia Kianni, the duo pulled back the curtain on how they've been using AI tools like ChatGPT to sharpen their marketing game and consistently roll out viral content.
Rather than starting from a blank slate, Gates and Kianni have adopted a smart, research-heavy strategy: studying what already works online and building on it. 'We don't start from scratch,' Kianni noted. 'The internet exists for a reason.' That mindset drives much of their process.
Their method is meticulous. They collect a trove of top-performing videos from Instagram and TikTok, catalogue them into spreadsheets, and break down why each one succeeded–looking closely at everything from the lighting and pacing to the narrative structure and emotional tone.
As Gates explained, 'We'll create a spreadsheet, these are the top videos, here's why each one worked, and then we reverse engineer how to recreate that success.'
ChatGPT plays a central role in this workflow. Once they transcribe and analyse these standout videos, they use the tool to pinpoint what exactly makes the content pop–whether it's a clever hook, the rhythm of the dialogue, or the visuals that grab attention. With those insights, they then ask ChatGPT to generate scripts and ideas tailored to Phia's style and values, creating content that both resonates with online audiences and feels true to the brand.
The approach blends creativity with data, intuition with analysis–and for Gates, that's where the magic is. 'I use AI almost every single day, and it supercharges me,' she said. 'We're not just guessing what works, we are using tools to decode what already has.'