In a surprising shift of tone, Roy Lee, the founder of AI startup Cluely, recently cautioned that viral marketing, while powerful, is not a silver bullet for long-term success.
Speaking to TechCrunch on November 5, 2025, Lee declined to share specific financial metrics for Cluely, just months after publicly touting the startup’s rapid growth.
The Rise of Cluely and Viral Marketing
Cluely, known for its controversial AI tool often dubbed a “cheating app,” skyrocketed to fame through provocative marketing tactics like rage-baiting.
This strategy, which Lee previously championed, helped the startup secure $15 million in funding from investors like a16z and gain massive attention among college students.
A Shift in Perspective on Virality
However, Lee’s latest comments suggest a pivot, as he now emphasizes that brand awareness alone cannot sustain a company’s growth trajectory.
Historically, Cluely’s success was fueled by social media stunts and bold claims, but Lee hints that deeper operational and product-focused strategies are necessary for longevity.
Impact on the Startup Ecosystem
This revelation could resonate widely in the startup ecosystem, where many founders chase viral moments at the expense of building robust business models.
Lee’s cautionary stance may push emerging entrepreneurs to balance attention-grabbing tactics with sustainable practices, potentially reshaping how AI startups approach growth in 2025.
Looking to the Future of Cluely
As Cluely navigates this transition, industry watchers are eager to see if the company can convert its viral fame into lasting market impact.
While Lee remains tight-lipped on financials, his focus appears to be shifting toward refining Cluely’s offerings and proving its value beyond mere hype.
For now, the startup world watches as one of its most talked-about players redefines what success looks like in the fast-paced, attention-driven tech landscape.
Alfred Lee
