Cluely, a new entrant in the burgeoning AI assistant market, has recently raised quite a bit of ire with claims that it has this ability. The company, represented by spokesperson Roy Lee, asserted that its AI assistant features “undetectable windows” that could “help you cheat on anything.” This claim didn’t take long to draw outrage. Four different proctoring services made it clear they can easily detect the use of Cluely’s technology.
It occurred in April of this year. Alongside that charm, it exposed the absurdity and danger of viral marketing tactics in today’s tech startup ecosystem. Cluely’s unusual approach to capturing attention has helped it rise above a crowded market. That momentum was deepened when the company raised $15 million in funding from Andreessen Horowitz a few months later.
In a recent interview on stage at our Disrupt 2025 conference, Roy Lee explained how damaging marketing strategies like this can be. He argued that reputation is an outdated metric and will not hold up in the current digital ecosystem of rapid changes and updates.
“Reputation is sort of a thing of the past.” – Roy Lee
Lee expounded upon the changing landscape of how we engage on social media, pointing out that attention is now the most valued currency. He challenged startup founders to reconsider their go-viral-or-go-home plans. He argued that it’s the outrage, the anger even, that really does a great job of generating more impressions.
“Going viral often means making lots of people very angry.” – Roy Lee
Lee echoed the importance of understanding the distribution early on for startups. This is particularly true for ones that are not traditionally embedded in technology, notwithstanding the debate around Cluely’s allegations. He asserted that the best marketing starts from a place of authenticity and deeper personal connections with consumer audiences.
“Generally, if you’re not in deep tech, then you need to low-key deep focus on distribution.” – Roy Lee
The discussions surrounding Cluely’s approach to marketing were further amplified at a recent TechCrunch event held in San Francisco from October 27-29, 2025. Attendees went back-and-forth on the best way to leverage controversy to gain attention. Most understood the fine line between smart marketing and possible reputational damage.
A viral claim like Cluely’s has a tendency to create a splash of noise. Yet it serves equally as a cautionary tale for other startups grappling with the turbulence of the new marketing landscape. As the competition in the AI assistant sector continues to grow, companies must balance their need for visibility with the potential consequences of their messaging strategies.