How does Cluey work in real time?
Cluey continuously monitors your screen and listens to audio so it can reason over visible content and transcripts and provide live, contextual assistance without manual prompts.
Video Summary
Cluey is an AI assistant that observes the user's screen and audio to provide live, contextual help without prompting.
Founder Roy Lee pivoted from a controversial Interview Coder project and used provocative launch content to spark attention.
Mass short‑form UGC and creator networks drove rapid user growth: thousands of videos, millions of views, and fast monetization.
Roy prioritizes distribution over product perfection; effective virality and mind‑share beat technical parity.
Fundraising momentum came from social buzz — the team closed investor interest quickly (around a $5M raise reported).
Cluey continuously monitors your screen and listens to audio so it can reason over visible content and transcripts and provide live, contextual assistance without manual prompts.
Roy combined provocative launch videos with mass short‑form UGC, recruiting many creators and paying based on view performance to generate millions of impressions and rapid user growth.
Controversy initially caused backlash (e.g., the Interview Coder episode) but also created attention that translated into investor interest and a larger audience when reframed for Cluey.
Social buzz and virality made fundraising fast — the team closed significant investor interest quickly (reported around a $5M raise), accelerating growth and hiring.
Prioritize distribution, post content frequently, recruit creators who understand storytelling, and be willing to take big, calculated risks to stand out.
"Cluey is an AI assistant that sees what you see, hears what you hear, and gives you live assistance without you having to prompt it."
Cluey is designed to provide real-time assistance during various activities such as meetings, sales calls, and interviews. It allows users to utilize AI discreetly, as it operates invisibly during screen sharing.
Instead of requiring users to submit questions to the AI, Cluey continuously monitors the user's screen and listens to audio, enabling it to respond to inquiries based on ongoing events.
This advancement in AI interaction aims to enhance user experience by removing the limitations of traditional AI models that rely solely on user input.
"Most things start senior year of high school... I get admitted to Harvard early."
The founder, Roy Lee, initially had a promising path, having been admitted to Harvard while excelling academically as captain of both the math and debate teams. However, after a disciplinary incident, his admission was rescinded, altering his life trajectory.
Following the setback, he spent a year in isolation, which led him to realize the need to prove himself and aspire to build a significant company.
Encouraged by his parents, he moved to San Francisco to pursue entrepreneurship, eventually transferring to Columbia University where he actively sought a co-founder for his startup ambitions.
"Out of probably 50 people I ask, there's one person that says yes. And that ends up being Neil, who's my current co-founder."
Roy connected with Neil, and together they started developing multiple side projects without success until they created a tool aimed at helping users cheat on technical interviews, named Interview Coder.
Despite the controversial nature of this tool, it garnered considerable attention online with 500,000 impressions on their demo, prompting Roy to take bold steps to promote it further.
The risky nature of Interview Coder caught the eye of major companies, ultimately leading to a viral moment that significantly impacted his trajectory.
"I end up getting kicked out of school... because I built a tool, and Colombia takes the side of Amazon."
After posting a video demonstrating the use of Interview Coder to secure a job offer, Roy faced serious repercussions, including expulsion from Columbia University due to pressure from potential employers like Amazon.
The backlash from the viral video led to a disciplinary hearing where the university took action against him for creating the cheating tool, as Amazon expressed their discontent with the situation.
This ordeal intensified Roy's drive to prove himself and seek the next big opportunity, leading him eventually to launch Cluey and garner investment interest from Silicon Valley, culminating in a significant raise of around $5 million.
"It's very easy to just build a tool that takes a screenshot of the riddle, answers it using AI, and feeds you the code."
Roy Lee discusses how intricate programming interviews often involve solving complex riddles, which can be challenging even for the top engineers from renowned institutions. He created a tool that uses AI to answer these riddles in real-time, effectively acting as a covert assistant during interviews.
His tool captures the riddle displayed on the screen and quickly generates a code solution without alerting interviewers. This innovation simplifies the interview process, though it raises ethical concerns about authenticity in assessments.
"Investors in Silicon Valley love seeing kids do crazy things."
After honing his skills with his initial tool, Lee received a job offer from Amazon. However, after a YouTube video showcasing his tool went viral, Amazon executives expressed concerns over cheating, leading to consequences that included being blacklisted by prestigious universities.
Instead of letting the backlash hinder him, Roy leveraged the situation to attract investment for a broader vision beyond interview aids, capitalizing on the excitement around disruptive technology and unconventional ideas.
"The technology is way more powerful and bigger in scope than just technical interviews."
Roy shifted the narrative from merely providing a tool for interviewing to envisioning an AI assistant that could support individuals in various contexts, such as sales calls and meetings.
He believes that an AI capable of listening and responding contextually offers tremendous potential across multiple professions, making it more than just a gimmick for interviews.
"It feeds you answers by text and predicts what you need."
Cluey is designed to anticipate the user's requirements without needing extensive prompting, contrasting sharply with traditional chatbots that lack contextual awareness.
Users can customize Cluey's knowledge base, allowing it to cater to specific needs or situations, such as preparing for client interactions by loading relevant information about products or preferred communication styles.
"If you can get a billion views a month on anything, it doesn’t matter if you’re selling perfume or software; people will buy."
Roy emphasizes that attention is critical in today’s marketplace, especially within the realm of short-form content where engagement can soar without high production costs.
He reflects on his effective marketing approach, which uniquely capitalizes on humorous and viral engagement across social media platforms, leveraging cultural awareness to elevate the product's visibility and generate traction, even prior to a full understanding of its capabilities.
"Mass short form UGC is hands down the most effective marketing strategy for app founders right now."
The video emphasizes the effectiveness of mass short form user-generated content (UGC) as a marketing strategy. Various successful companies have scaled significantly using this method, including Zach Yadagari's Cali, which reached an ARR of $30 million, and Alex Slater's Quitter, which achieved $500,000 per month.
The speaker shares their experience, noting that within 60 days of implementing mass short form UGC, they posted over 10,914 videos, garnered 72 million views, and attracted over 500,000 new users.
Their approach is cost-effective as they only pay creators based on the views generated, making it accessible for both funded and bootstrapped startups.
"There's a delta in pretty much every social media platform."
The conversation highlights a gap in varying social media platforms regarding the type of content that engages users. Specifically, it mentions that X (formerly Twitter) has not yet adapted to the cultural shift that rewards controversial or humorous content.
Instagram, on the other hand, has a different challenge where there is a lack of interesting content being posted, resulting in followers consuming repetitively similar posts, such as the same Subway Surfers reel multiple times.
The discussion points out that leveraging controversial or engaging content can significantly increase visibility and user interaction across various platforms.
"You can get away with launching something every day and people will watch it."
The presenter discusses the strategy of consistently generating and distributing content, underscoring the discrepancy between large companies that launch infrequently and startups that produce daily content.
Emphasizing the need for continuous engagement, they note that successful content creators often do not post their work frequently enough, thus missing opportunities for daily engagement and broader reach.
The ability to launch content more often allows startups to capture user attention and drive traffic effectively.
"Our marketing team is literally my timeline in person."
An insightful approach to building a marketing team revolves around selecting creators who resonate with the target audience based on their previous visibility and influence on social media platforms.
The speaker shares their strategy of recruiting content creators and influencers who align with the desired demographic, emphasizing that many talented individuals may not be adequately compensated for their reach, making them open to collaboration.
This approach of cultivating a team based on trends observed on personal social feeds results in a cohesive marketing effort that reflects the interests and dynamics of their specific audience.
"If you can get away with having way less views as long as each of your views is way more powerful, that’s the power of mind share."
The discussion emphasizes the significant impact of having a strong, emotional reaction from the audience rather than merely focusing on accumulating views. A single powerful interaction can have a lasting effect; for instance, being remembered for a specific launch video can have the same mental impact as seeing a brand’s advertisement multiple times.
The depth of emotional engagement with a product can lead to a stronger word-of-mouth promotion, making it essential to create content that evokes strong reactions from viewers.
"Probably the launch video, the entire interview coder saga, and the 50 interns video were big viral hits."
The launch video is noted as one of the standout marketing efforts, designed to evoke significant discussions and reactions online. This included using a controversial framing to make the content more engaging.
The "50 interns" marketing stunt was particularly interesting. Although the actual plan involved hiring a small number of managerial interns and a larger group of content creators, the idea of hiring 50 interns was framed in a dramatic way to capture attention and provoke discussions about the absurdity of it.
The video showcasing the hiring of 50 interns generated significant buzz, leading to widespread conversation about the brand. This illustrates how carefully crafted marketing can go viral through strategic framing rather than purely practical implementations.
"We layer on top of everything like cheat on everything, and it plays out better than we thought it would."
The concept of using provocative language in marketing, such as "cheating," serves to capture attention quickly and create intrigue. Although it may have negative connotations, the application can be recontextualized to generate curiosity.
The launch video effectively showcased a product through a controversial lens—incorporating everyday scenarios that resonated with viewers, such as a date, to emphasize improper usage of technology, which further fueled discussions around the product.
The intention behind such marketing tactics isn't to mislead but rather to provide a memorable hook that draws the audience's attention.
"We posted it mainly expecting it to go viral on X, but it did a lot of numbers on LinkedIn."
The distribution of the marketing materials was focused on specific platforms where the target audience is likely to engage with the content most effectively. The expectation was to reach viral status on the platform X (Twitter), while LinkedIn surprisingly generated better engagement results.
Meanwhile, other platforms such as Instagram and TikTok did not yield significant numbers due to differing audience interests and expectations. The context of engagement on various platforms can vary significantly, highlighting the importance of understanding where to share content for maximum impact.
"You have a very interesting perspective, which I really admire."
The conversation highlights the disparity between traditional tech culture, which often embraces lofty language and complex jargon, and a more direct, relatable approach that resonates with younger audiences.
Roy Lee stands out as a founder who seamlessly merges both worlds, being both an engineer and a savvy marketer. His ability to adapt his communication style to suit different audiences—whether it’s the polished tech talk or the straightforward, energetic language typical of Gen Z—sets him apart.
The uniqueness of Roy's background, having grown up with platforms like TikTok, grants him insights that many in the tech field lack, creating a rare combination of tech proficiency and marketing prowess.
"People are starving to see something real, and nobody cares about anything corporate."
Roy emphasizes a shift from traditional corporate marketing to more authentic, relatable content that reflects real experiences. This authenticity attracts audiences who are tired of overly polished, corporate representations that lack genuine connection.
He advocates for embracing controversial takes and being open in communication, suggesting that doing so fosters a genuine audience connection and allows founders to stand out in the crowded marketplace.
Roy's perspective challenges the notion that being a controversial founder will drive customers away, arguing instead that authenticity can lead to a stronger, more dedicated customer base.
"Companies never fail because the founder is too controversial; they just keep coming out unscathed."
Lee discusses the concept of 'founder marketing,' urging founders to embody their company's personality and engage openly with their audience. He believes that a founder's individuality can enhance brand identity and user loyalty.
The commentary reflects a belief that the digital landscape has changed, where audience connections are built around shared values and realness rather than corporate efficiency.
He cites examples from popular culture, illustrating that controversy does not inherently harm careers or businesses; rather, it can sometimes bolster visibility and engagement when approached correctly.
"I’ve made my brand and gotten this far by being controversial."
Roy Lee emphasizes the necessity of embracing controversy in branding to capture attention and sustain business. He suggests that individuals or companies that avoid contentious discussions risk failure, especially in a competitive tech environment where the majority of startups do not succeed.
He shares a perspective on the need for founders to maintain their belief in their products or companies, stating, "Companies die when the belief of the founder dies in the company." This idea underlines how intertwined a founder's identity can become with their company, which is vital for long-term perseverance.
"My real world life is literally never ever going to be affected in a negative way by the crazy things I do online."
Roy discusses his coping mechanism for online hate, highlighting the stark contrast between online interactions and real-life experiences. He notes that while negativity can thrive on social media, it often does not translate to face-to-face interactions. Roy describes how he has developed thick skin from early on, making it easier for him to dismiss online negativity.
He points out that the fear of online judgment can hinder business owners, advocating that engaging openly on social media is crucial for growth and visibility.
"We're the only ones that are going to be throwing an actual party because people want to have fun."
Roy explains his innovative approach to recruitment at the YC Startup School, planning a party instead of a typical networking event. By creating an exciting and memorable atmosphere, he aims to attract top engineering talent.
The invite-only nature of the event is designed to heighten exclusivity and interest. He believes that if potential attendees perceive something as exclusive, they are more likely to discuss it and express a desire to attend.
"You need a girl to come back home to; you can't just be going like jacking off at home alone."
Roy speaks candidly about the importance of having a significant other for mental health and productivity. He argues that relationships can positively influence focus and overall well-being, suggesting that solitude is detrimental to motivation and productivity.
He compares modern dating to primitive societal structures, stating that companionship can provide emotional fulfillment essential for maintaining balance in life and work.
"The last four hours of work are actually super unproductive if you're not spending time with your girlfriend."
Roy Lee emphasizes the necessity of personal relationships for maintaining high productivity. He believes that if someone lacks a supportive partner or casual connection, their work may suffer significantly as they approach burnout from excessive hustle culture.
The discussion highlights the importance of quality over quantity when it comes to work hours—suggesting that more hours do not equate to better output. Instead, he suggests that taking time to recharge and enjoy life can lead to better decision-making and increased productivity.
"It's never a bad thing to have an extra engineer or two on hand."
Roy discusses his strategy of recruiting creators and engineers, emphasizing a need for engineers while also hiring creators as contractors to produce content.
He expresses a belief that having a small, efficient team of engineers—around six or seven—can maximize productivity and contribute to achieving a billion-dollar valuation. Their productivity has increased due to advancements in AI and the abundance of tools available today.
"We're on the cusp of AI content being a huge thing."
The conversation shifts to the impact of AI on content creation, with Roy noting that while advancements are being made, there's still a gap in producing content that feels authentic and engaging.
He makes a point that current AI-generated content can often feel "soulless" and lacks the emotional impact that human-created content can deliver. The differences in how content is perceived by the audience are critical, particularly in contexts like social media where authenticity can drive virality.
"We're trying to get people talking about Cluey."
Roy outlines the twins' aspects of their marketing strategy: controversial content that generates discussion and user-generated content (UGC) that enhances engagement and conversions.
His approach entails creating content that captures attention and prompts conversation, while utilizing UGC on platforms like Instagram to drive performance and conversion. He reveals that they have achieved impressive view counts, indicating the success of their strategies in enhancing visibility and engagement.
Roy also shares that they compensate content creators fairly and offer performance bonuses based on video views, motivating creators to produce high-quality content that aligns with their marketing goals.
"There's a gigantic difference between someone who's posted maybe three videos and someone who's posted zero videos."
The speaker emphasizes that posting even a small number of videos can significantly reduce the discomfort associated with creating content.
Many people feel embarrassed about posting and hesitate to do so, while those who overcome this fear begin to thrive in content creation.
Comparing it to going to the gym for the first time, the act of just beginning is crucial for building confidence.
"People are way more willing to make videos than you think."
The process of locating the right user-generated content (UGC) creators is described, highlighting the importance of individuals who understand storytelling and have good editing skills.
Collaborating can be done through platforms like Instagram or even Discord, depending on the scale of the team.
There is a strong suggestion that traditional influencer marketing may be overpriced compared to leveraging genuine content creators who can create engaging videos at a more reasonable cost.
"The algorithm is very different."
There is a recognition that TikTok and Instagram Reels are distinct platforms, requiring different strategies for content success.
The speaker shares that there are still uncertainties in how to best utilize TikTok, indicating that the learning process is ongoing.
Despite the challenges, a recent success in short-form content resulted in a peak of 22 million views in just a week, showcasing the potential for virality.
"There's been a gigantic gap in the market, and it's just not tapped into."
The speaker reflects on the significant changes in their life after launching Interview Cutter, including a substantial financial gain and a growing team.
They discuss the emotional complexity that comes with rapid success, particularly in managing relationships and the definition of self.
Acknowledging that personal desires have shifted, the speaker mentions how experiences like fine dining and luxury purchases no longer hold the same allure they once did.
"It's very hard to lose when you take the biggest risks ever."
The narrative emphasizes that aiming for audacious goals reduces competition, as few are willing to take such large risks.
The speaker notes their unusual decisions, such as getting kicked out of an Ivy League school to promote a fundraising campaign, showcasing the lengths taken to achieve visibility and success.
The concept that aiming for bigger opportunities can yield higher rewards is highlighted, reinforcing the idea that taking bold risks can lead to substantial achievements.
"If you're not betting on yourself, then who are you betting on?"
"You get there by swinging big."
"We're not competing with OpenAI at all; they're building the models that support us."
"With AI, distribution is more important than product."
"The ability to ship something has fundamentally been democratized."
The speaker emphasizes that it isn't necessary to spend a long time coding to create a product, indicating that the tools and resources available today have made product development more accessible to everyone.
A major barrier that still exists is the understanding of viral marketing and the capacity to act on that knowledge.
"There’s no correlation between intelligence and success in my opinion."
The speaker suggests that intelligence alone does not guarantee success, as overthinking can inhibit action.
It's noted that some individuals tend to naturally seek out new ideas and opportunities, although it isn't exclusively related to inherent genius.
"You don't actually need your product to be viral; you just need your product to be in a viral situation."
The discussion focuses on the concept that the surrounding circumstances can contribute more to virality than the product itself.
An example is provided where an influential launch video didn't highlight the product but instead created a provocative context that made it memorable.
"The goal of marketing is to explain a concept as simply as possible visually."
Effective marketing should convey the essence of a product quickly and clearly through visuals, even if the representation is not entirely literal.
The speaker reflects on how certain marketing campaigns have successfully captured attention by using visually appealing storytelling, which aids in quick comprehension of the product's value.
"Obby Shiffman gave everyone the playbook for how to make a Twitter launch go viral."
The speaker discusses how analyzing successful launch videos can provide a blueprint for future marketing campaigns, highlighting the importance of creating cinematic and controversial content.
Plans are laid out for future product launches to incorporate high-quality, innovative videos to maintain engagement with the audience and capitalize on viral potential.
"Cinematic videos do not equal virality."
The speaker clarifies that while high-quality cinematic content can capture interest, it is essential to include a controversial or compelling aspect to achieve true virality.
The distinction is made between mere aesthetics and the underlying narrative that drives viewers to engage and share content widely.
"If you just have a plain launch video and you put a bunch of money into making it look pretty, that's really only half the formula. The other half is giving it actual meat to talk about."
It is essential to create a launch strategy that first captivates the audience and then provides them something significant to discuss.
Merely focusing on the aesthetics of a launch video is insufficient; it needs to present groundbreaking content or a controversial angle to truly engage viewers.
An effective launch should provoke thoughts and discussions, even if the product itself lacks radical innovation.
"You want to know that in the end state, if every single person in the world saw this, literally 50% would have a very strong negative reaction to this."
For content to go viral, it should elicit a strong emotional reaction in viewers, ideally a mix of both intrigue and controversy.
The goal is to create a narrative that sparks debate, ensuring that at least half of the audience feels compelled to react negatively, which typically drives engagement.
The impact of a product can be emphasized by dramatizing its potential effects on society, making even mundane concepts newsworthy.
"I try to tweet every day... I aim every once in a while to try and make something very viral."
Regular engagement on social media, particularly through tweeting, keeps a founder's presence alive in the algorithm and audience consciousness.
While not all tweets should be controversial or intended for virality, strategically timed posts that aim for mainstream attention can significantly boost visibility.
Balancing everyday tweets with carefully crafted viral content helps maintain relevance and momentum in social discussions.
"People are starving to see something real; nobody wants to see the same corporate bullshit."
A brand’s voice should emulate the founders' or be distinctive enough to stand out from generic corporate communications.
Authenticity resonates more with audiences compared to the blandness of typical corporate personas, allowing for deeper engagement and relatability.
Building a corporate identity that reflects genuine personality can enhance interest and differentiation in a competitive market.
"The only way out is through, and you don't become a generational company by making small bets."
Startups should focus on growth and innovation over reputation when they are still in the growth phase, as legitimacy will develop over time with resilience and bold moves.
Taking significant risks can yield substantial rewards; however, this often comes with the potential for backlash or controversy.
Founders need to have the courage to put everything on the line, as personal investment in their startups is vital for growth and survival.
"It didn't take a genius to realize that this could be built; it only took someone with the guts to actually market it properly."
The founder reflects that the idea for Cluey evolved from a previous project called Interview Coder, which was focused on technical interviews. There were other companies with similar functionalities, but Cluey aimed to improve the user experience.
The transition from Interview Coder to Cluey was marked by the founder and his partner, Neil, brainstorming during a retreat. They realized they were looking at the solution incorrectly, as Interview Coder had potential beyond just technical interviews.
Initially, they explored various unrelated projects before understanding the clear pathway for Cluey. The founder emphasizes how this journey helped them recognize a model that genuinely worked.
"I don't even know if there's any fundraising advice I can give to anyone because it was such a unique situation."
The founder indicates that their successful fundraising was significantly influenced by the hype around Interview Coder, which had captured attention on social media, particularly Twitter.
His experience highlights that fundraising can happen very quickly if a product is already generating buzz. Their funding round closed in less than 24 hours due to overwhelming interest.
He suggests that it's crucial to focus on developing a working product, as successful products tend to attract venture capitalists. Fundraising becomes significantly easier when a business is already "hot" and generating results.
"Put your balls on the line for something and you will be rewarded for it."
The founder encourages aspiring entrepreneurs to embrace risk, suggesting that the willingness to take chances often leads to greater rewards. He notes that risk aversion is common, especially among students in top colleges.
He stresses that the world needs individuals who are willing to challenge the status quo and take initiative in their personal and professional lives.
There's an emphasis on the specific need for males, particularly in tech, to engage more confidently with women and opportunities, highlighting a broader issue with risk tolerance in dating as a reflection of risks in business.
"I think it becomes easier and easier to build software that works."
As AI tools become more prevalent and accessible, the founder suggests that the future will lean more towards creators who possess distribution skills rather than solely technical engineers.
He predicts that anyone can create software with the potential for significant financial success, even if they lack deep technical knowledge.
This indicates a shift in the market where the ability to market and distribute creative products may surpass the necessity for advanced technical skills in certain startup ecosystems.
"There's literally an infinite number of these problems that will be solved, and the person who's going to build them is not necessarily the best engineer in the world, but one of the brightest marketers."
The discussion highlights the idea that many small, niche problems remain unsolved, which AI can address effectively if marketed well.
It is emphasized that great marketers will be key players in the AI-driven future rather than solely relying on engineering talent.
"A lot of senior developers say that you should not use AI to code because it will handicap you and make you a worse developer. I think this is untrue."
There is an ongoing debate about whether software engineers should use AI for coding purposes, with some experts claiming it may hinder developers' abilities.
The speaker argues strongly against this notion, stating that utilizing AI to learn coding can actually enhance a developer’s skill set.
"Using AI to learn how to code will make you a much better developer than if you don't."
The speaker believes that engaging with AI allows developers to experience a wider variety of programming challenges.
If faced with a problem that AI cannot resolve, developers will inevitably need to learn the necessary skills to complete their tasks effectively.
"It's like saying, 'don't use a calculator to do math.'"
The analogy drawn here compares the use of AI in coding to using calculators for mathematical tasks.
Just as humans learn to solve problems that exceed a calculator's capabilities, developers will acquire new skills when encountering issues that AI cannot resolve, fostering growth and knowledge.
"Anyone telling you not to use AI for anything, you need to immediately run."
The speaker highlights the crucial need for adopting AI technologies in education and coding practices.
There is a clear criticism of educational institutions that discourage the use of these technologies, suggesting that it may lead students in the wrong direction.