Cluely's Controversial AI Launch and Shifting Ethics

Have you seen Cluely’s viral “cheat on everything” launch video? With over 10M views, it’s quickly caught fire, but perhaps we’re focused on the wrong part.

The video features a young man using AI to misrepresent himself on a date. It’s cringe. It’s controversial by design. And, it’s undeniably smart marketing to provoke a reaction.

Cluely is a new tech company, and while they are launching with this viral video, they first published a manifesto. It’s that manifesto that resonates with me - specifically their point about shifting norms around what’s considered “cheating”:

“…And yes, the world will call it cheating.

But so was the calculator. So was spellcheck. So was Google.

Every time technology makes us smarter, the world panics. Then it adapts. Then it forgets. And suddenly, it’s normal.”

Many of us remember exams without calculators, being told by teachers to ignore Clippy and find our own errors, or when citing internet sources (especially Wikipedia) was forbidden – shifts in acceptance that now seem distant, even quaint.

As Jon Stokes highlights in his “In Defense of Cluely.com” piece, the practical applications are compelling: “cheating” on household repairs, helping employees troubleshoot machinery, or enabling new waiters to recognize loyal customers and recall orders instantly.

The ethics of AI in dating or interviews certainly warrant discussion – this debate echoes Cluely’s origin, with founder Roy Lee raising $5.3M after developing a tool to ace technical interviews for top companies. He obtained real offers to join Meta, Tiktok, Capital One, and Amazon and was subsequently kicked out of Columbia.

However, focusing solely on drawing today’s ethical line misses the bigger picture. That line is already actively shifting as people experiment. The crucial point is recognizing this shift and deciding how to respond.

How much are you willing to lean into AI, even exploring the grey areas?

These tools are changing the game. If you choose not to engage deeply while others do, are you prepared for the potential consequences of being left behind?

Originally posted on LinkedIn. Join the discussion and share your thoughts there.