Why Cluely Thinks ‘Cheating’ Is the Future of Work

Some startups build products. Cluely, the AI cheating assistant platform builds narratives. When the entire ‘Soham Saga’ was unfolding over the moonlighting issue, the startup seized the opportunity. It released a video saying Parekh had used their tool to crack multiple interviews, even as the latter claimed not to have used it.  Notably, Cluely is known for building products that help users cheat during high-stakes situations such as job interviews, exams, sales calls, and meetings. In an exclusive interview with AIM on Monday, Chungin Roy Lee, founder, revealed that Cluely’s marketing and distribution strategy is different from its counterparts. The company hires influencers because Lee believes the nature of attention has fundamentally changed. “Marketing and growth and distribution look very different today than they looked 10 years ago,” he said, adding that the way to attract a million viewers these days isn’t by buying a Super Bowl ad, but instead, by hiring an influe