Cluely’s Roy Lee isn’t afraid to stir the pot — and he’s taking that bold energy to the Disrupt Stage at TechCrunch Disrupt 2025, happening October 27-29 at San Francisco’s Moscone West.
He’ll dive into how he’s building one of the most talked-about startups in AI, why courting controversy can be a growth strategy, and what it takes to stand out in a noisy consumer tech market. Don’t miss this chance to see Roy Lee shake things up at Disrupt. Register here to save up to $444 on your pass, and get 60% off a second.
How Roy Lee’s rage-baiting built a $15 million AI startup
Roy Lee is the co-founder and CEO of Cluely, an AI meeting assistant that offers real-time insights and turns conversations into searchable and shareable reports. Hundreds of companies are pitching similar products, so why do we care about Cluely? What really sets Lee apart is his mastery of attention. In an era when most startups fight to be noticed, Lee has made rage-baiting social media content his business model.
Lee originally went viral as a Columbia University student who got in trouble for cheating on Big Tech interviews with an AI assistant he built, all of which he documented on social media. Lee then dropped out and launched Cluely, which was initially pitched as the “cheat on everything startup.” It was a tagline designed to ruffle feathers and spur engagement — a strategy that Cluely has become famous for, and others have tried to copy.
Say what you will about Lee’s marketing efforts, but Cluely routinely breaks through the noise of social media and press releases, earning the startup visibility that companies 10 times its size struggle to buy. Lee operates Cluely on the principle that most companies are playing it too safe and that attention is all you need to win the consumer market.
Cluely raised $15 million in a Series A from Andreessen Horowitz earlier this year and has spent its funding on flashy launch videos, dozens of content creator interns, and a massive office in San Francisco. Lee is one of the founders at the center of the AI bubble, and he’s used it to his advantage.
Learn how stirring the pot fuels growth — grab your pass before prices rise
At TechCrunch Disrupt 2025, Lee will share how he thinks about virality as a marketing strategy, his thoughts on the AI bubble, and how Cluely is building a lasting business on top of its social media fame. Register now to save up to $444 on your pass, plus get 60% off a second. Prices increase when event doors open on October 27.
Techcrunch event
San Francisco
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October 27-29, 2025
