The cofounder of the AI 'cheating' app Cluely says engineers can't make viral content and that's why their startups flop

Chungin "Roy" Lee, the CEO and co-founder of the AI application Cluely, believes that the main reason many startups fail is due to inadequate visibility. Speaking at TechCrunch Disrupt 2025, Lee emphasized, "Engineers just cannot create engaging content." He challenged the audience to find a video that could match the impact of Cluely's viral moments, highlighting the need for startups to prioritize distribution. Launched earlier this year, Cluely aims to assist software engineers by providing real-time answers during job interviews, among other features. The startup gained attention with a humorous video showcasing Lee using the app to impress a date, which quickly went viral. However, Cluely has since moved away from its initial focus on job interview assistance, now branding itself as an "undetectable" AI tool that observes users' screens. With a recent $15 million funding round led by Andreessen Horowitz, Cluely is banking heavily on its distribution strategy. Lee stated that the app must become a dominant presence on social media platforms like Instagram and TikTok to ensure growth. He noted, "Every major company is recognized by the general public," underscoring the importance of visibility. Lee also shared his perspective on current internet trends, stating that audacity, rather than polished professionalism, tends to resonate more with audiences. He remarked, "Reputation is somewhat obsolete; founders need to be bold, authentic, and personal, which contrasts sharply with traditional corporate approaches." Dismissing claims that Cluely's content strategy relies on sensationalism, Lee asserted his commitment to honesty and authenticity, attributing his approach to his personal style. Earlier this year, he expressed a goal for Cluely to achieve an astonishing 1 billion views across various platforms. Lee further explained that Cluely operates with just two job roles: engineer or influencer. He believes that traditional marketers lack the instinct for virality, stating, "A seasoned marketer may scroll endlessly but may not possess the knack for creating hooks that attract millions of views." In a recent LinkedIn post, Lee announced competitive salaries aimed at attracting top talent, revealing that engineers could earn up to $1 million in base salary, with designers earning between $250,000 to $350,000, along with equity options. "I prioritize the quality of work over credentials or experience," he emphasized, inviting world-class talent to join his innovative team.