Cluely’s Roy Lee isn’t afraid to stir the pot. And we’re bringing that bold energy to the Disrupt Stage at TechCrunch Disrupt 2025, October 27-29 at Moscone West in San Francisco.
He details how he’s building one of the hottest startups in AI, why courting controversy can be a growth strategy, and what it takes to stand out in the noisy consumer tech market. Don’t miss your chance to see Roy Lee transform Disrupt. Register here to save up to $444 on passes and get 60% off every second.
How I built a $15 million AI startup in a way that would anger Roy Lee
Roy Lee is the co-founder and CEO of Cluely, an AI meeting assistant that provides real-time insights and turns conversations into searchable, shareable reports. Why focus on Cluely when there are hundreds of companies touting similar products? What really sets Lee apart is his mastery of attention. At a time when most startups struggle to get noticed, Lee has turned anger-mongering social media content into a business model.
Lee originally made headlines as a Columbia University student who got in trouble for cheating in a Big Tech interview using an AI assistant he developed, and documented the entire incident on social media. Lee then left the company and started Cluely. Initially, the company was pitched as “the scammer of all startups.” This was a tagline meant to spread wings and drive engagement. Cluley became famous for this strategy, and others tried to copy it.
Say what you will about Mr. Lee’s marketing efforts, but Mr. Cluely routinely cuts through the noise of social media and press releases, gaining the visibility of a startup that companies 10 times its size would struggle to acquire. Lee runs Cluely on the principle that most companies play too safe and all they need to win in the consumer market is attention.
Cluley raised $15 million in Series A funding from Andreessen Horowitz earlier this year, and spent the money on a flashy launch video, dozens of content creator interns, and a large office in San Francisco. Lee is one of the founders at the center of the AI bubble and has used it to his advantage.
Learn how stirring the pot can boost growth — get a pass before prices rise
At TechCrunch Disrupt 2025, Lee shares how he thinks about virality as a marketing strategy, his thoughts on the AI bubble, and how Cluely is building a sustainable business on its social media fame. Register now and save up to $444 on a pass, plus 60% off your second pass. Prices will increase when the event doors open on October 27th.
tech crunch event
san francisco
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October 27-29, 2025
