AI Startup Cluely Shifts Focus After Initial Viral Marketing Push

AI startup Cluely, which initially gained notoriety for a product marketed as a tool to “cheat on everything,” is now repositioning itself as an AI-powered meeting assistant, signaling a significant pivot from its controversial launch strategy.

Founder Roy Lee revealed the change in direction yesterday at TechCrunch Disrupt 2025 in San Francisco, admitting that launching with a barely functional product, hoping users would define its use cases, may have been premature. “I can’t say if it’s a mistake, but maybe we launched too early,” Lee said. The company initially attracted attention – and a $15 million Series A investment from Andreessen Horowitz – with a product stemming from Lee’s earlier work on tools used for cheating on coding job interviews.

Cluely’s initial marketing generated significant buzz, with Lee previously claiming a revenue surge from $3 million to $7 million in a single week. However, he has since become reluctant to share financial details, stating, “What I’ve learned is you should never share revenue numbers.” This reluctance contrasts with the current trend among many rapidly growing AI companies, such as Notion, who openly share their Annual Recurring Revenue (ARR). The shift to an AI meeting assistant focuses on features like automated note-taking and follow-up email generation, entering a competitive market.

Despite the change in strategy, Lee indicated the company is performing “better than I expected,” though not at an explosive growth rate. This pivot comes as many investors are scrutinizing the sustainability of growth fueled solely by viral marketing, and are looking for companies with solid product-market fit. Lee stated the company’s plan is “to become the best AI note taker, starting with the consumer.”

The company plans to continue development of its AI assistant, and Lee did not offer a timeline for achieving profitability.