**Cluely’s Viral Launch Shows Pitfalls and Promise of Social Media Hype for Startups**
At this year’s TechCrunch Disrupt 2025, Roy Lee, the founder of AI startup Cluely, offered a candid look at the challenges and lessons from launching a company in the age of social media virality. While Lee emphasized the power of generating buzz online, he acknowledged that grabbing attention is only the first step, and that true, sustainable growth depends on much more than going viral.
**A Controversial Beginning**
Cluely first caught the tech world’s attention in April 2025 with a bold and deliberately provocative marketing campaign. The company’s product was unveiled with the claim that it would help users “cheat on everything.” This slogan wasn’t just clickbait; it referenced Lee’s own controversial history. He had previously made headlines when he was suspended from Columbia University for creating a tool that helped job applicants cheat on coding interviews. Rather than shying away from this notoriety, Lee leaned into it, positioning Cluely as a disruptive force in the AI space.
The initial version of Cluely, launched with a “move fast and break things” ethos, was barely functional by Lee’s own admission. The plan was to get a minimum viable product in front of users and let them discover potential use cases. “I can’t say if it’s a mistake, but maybe we launched too early,” Lee admitted on stage at TechCrunch Disrupt. The bet was that, with enough users, product-market fit would emerge organically.
**From “Cheating” to Enterprise AI**
After its splashy debut, Cluely quickly iterated on its product and messaging. In late June, the company shifted towards the business market, launching an enterprise version that promised to help with tasks like sales calls, customer support, and remote tutoring. The company’s adaptability and ability to capture attention didn’t go unnoticed: that same month, Cluely raised an impressive $15 million Series A round from the prestigious venture capital firm Andreessen Horowitz (a16z).
Bryan Kim, a partner at a16z, explained on the firm’s podcast why they invested: Lee had demonstrated an ability to turn viral attention into paying customers. At the time, Cluely boasted explosive growth. Lee claimed the company’s annual recurring revenue (ARR) had jumped from $3 million to $7 million in just one week, attributing the surge to widespread trial use among people conducting meetings and interviews.
**A Shift in Focus**
However, the company’s direction soon changed again. Earlier this week, Cluely unveiled a complete rebrand and a narrower product focus. The company’s website now positions Cluely as an AI assistant specifically for meetings, with core features centered on note-taking and follow-up emails. The goal, Lee said, is to become the best AI note-taker on the market, targeting individual consumers to start.
This pivot places