What if virality wasn’t a tactic — but the entire product?
In this episode, a16z General Partners Erik Torenberg and Bryan Kim sit down with Roy Lee, cofounder and CEO of Cluely, one of the most talked-about consumer AI startups of 2025. Cluely didn’t raise a mega round or drop a feature suite to get traction - it broke through by turning distribution into design: launching viral short-form videos, pushing polarizing product drops, and building in public with speed and spectacle.
We cover:
– Why virality is Cluely’s moat
– Building a brand-native AI interface
– The Gen Z founder mindset
– What most startups get wrong about attention
– Why creators are the new product managers
– Cluely’s long-term vision for ambient AI
Cluely is a glimpse at the next generation of startups, where the line between product and performance is disappearing.
Timecodes:
00:00 Introduction
01:07 Early Success
02:02 Roy's Journey: From College Kid to Tech Universe
04:37 The Turning Point: Harvard and Beyond
06:57 Building Cluey: The Early Days
08:27 The Viral Strategy: Mastering Algorithms
13:56 The 50 Interns Experiment
15:30 The Investment Journey: Roy and Bryan's Partnership
19:20 Momentum as a Moat: The Future of AI Companies
20:32 The Evolution of Product Strategy in the AI Era
21:19 The Importance of Speed and Adaptability
22:48 The Role of Distribution in Modern Startups
24:26 Roy's Journey and Product Development
25:25 The Power of User Data and Feedback
26:58 Innovative Marketing and Distribution Tactics
28:25 The Future of AI Integration and Translucent Overlays
32:15 Controversial Marketing and Authenticity
34:01 The Impact of Radical Transparency
36:42 The Changing Landscape of Professionalism
38:26 Concluding Thoughts and Future Vision
Resources:
Find Roy on X: https://x.com/im_roy_lee
Find Bryan on X: https://x.com/kirbyman01
Learn more about Cluely: http://cluely.com/
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Please note that the content here is for informational purposes only; should NOT be taken as legal, business, tax, or investment advice or be used to evaluate any investment or security; and is not directed at any investors or potential investors in any a16z fund. a16z and its affiliates may maintain investments in the companies discussed. For more details please see a16z.com/disclosures.