Cluely’s Roy Lee has a message for startup founders: you should be thinking harder about how to go viral.

“Generally, if you’re not in deep tech, then you need to low-key deep focus on distribution,” Lee told the crowd at Disrupt 2025.

But he also made it clear that not everyone was cut out for this kind of viral marketing.

“If you’re any good at engineering, you’re probably not funny and you’re probably not going to be a content creator because you don’t have it in your blood. Realistically, most of these people have no chance of going viral.”

Cluely’s AI assistant grew famous this April with a viral claim that its undetectable windows could “help you cheat on anything” — a claim that was quickly disproven when a string of proctoring services showed they could, in fact, detect use o

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