Cluely, the Andreesen Horowitz-backed AI note-taking startup that has been getting both buzz and backlash for its marketing strategy, continues to push promotional norms, this time on TikTok.
Last week, a member of the AdTechRadar team (there’s only one, so that narrows it down) was algorithmically served a TikTok video from creator @tips.withrach. She opened with a familiar workplace scenario: zoning out during a meeting and later wondering what you missed. Her solution? “This problem doesn’t really happen to me anymore because I use a good notetaker. This is the notetaker I use — it’s called Cluely.”
Hey, wait a second.
What started as an authentic-sounding story quickly shifted into what looked like an ad. The endorsement at the end was fairly heavy-handed. But there was no disclosure — not in the caption, not in the video. A quick look at the creator’s page revealed she’s a Cluely affiliate, complete with a discount code in her bio.
The video we were served is approaching 26,000 views and 1,000 likes.
Another recent post from the same creator told a story about getting a raise because she “had her manager’s back in the smallest way” — again thanks to her Cluely notes. It also lacked disclosure.
Importantly, as is typical on TikTok, her video was algorithmically pushed into feeds rather than discovered through her profile. That means most users — she has 2,500 followers — would have no way of knowing about the affiliate relationship unless they happened to visit her page. Across all of her recent videos, only one — a pinned post — includes TikTok’s official “paid partnership” tag. Basically, all she posts appear to be undisclosed Cluely ads.
There are other instances of this pattern on TikTok. In another example, a creator films a series of videos on how students can use .edu emails for discounts. Then, at the end of each video, he inserts an undisclosed Cluely ad with a discount code to make it feel like part of the narrative. (The discount seemingly has nothing to do with your .edu email.)
You will not be surprised to learn that the creator is also a Cluely affiliate. (For what it’s worth, in other videos — but not all — he does disclose that.)
And, for good measure, here’s another example of a creator who seems to post nothing but undisclosed Cluely ads:
Why This Matters:
This isn’t just a Cluely issue. It’s part of a broader trend on TikTok where affiliate or ambassador content has flooded the platform and often goes undisclosed, blurring the line between genuine creator recommendations and paid marketing.
As another example: @livingthevegalife recently promoted StudyFetch in a video, calling it “one of the best note-taking apps for college” and saying it could help students “get an A.”
The video has racked up nearly 21,000 likes and 15,000 bookmarks — again without clearly disclosing she’s a StudyFetch ambassador.
These undisclosed affiliate posts seemingly skirt both FTC recommended guidelines and TikTok’s own branded-content rules, which require creators to clearly disclose when they’re being compensated or incentivized to post.
Experts React:
In a recent post on X titled “Rage Baiting Is for Losers,” TBPN‘s Jordi Hays examined Cluely and other Gen Z-led startups using provocation or controversy to drive early traction.
As he wrote: “Running a successful VC-backed company requires you to build a coalition of people that want to see you win… Rage baiting… is the most effective way to get people… to actively pray for your downfall.”
This TikTok strategy isn’t exactly rage baiting, but it fits into a broader pattern of Gen Z-led AI startups disregarding traditional marketing standards, even those enforced by the FTC.
Our Take:
AI apps and startups like Cluely are leaning heavily on UGC creators and small affiliate programs to build buzz, foregoing traditional influencer campaigns. To them, the algorithm, not the influencer, is the vehicle. But when disclosure is inconsistent or buried, it risks eroding trust — not just in the brand, but in the creator economy as a whole.
One TikTok creator described this approach as “fake stories.” The video has over 73,000 views so it appears to be resonating with TikTok users who are seeing more of these videos.
Ultimately, for a company like Cluely — already under some scrutiny for its early “cheat on everything” branding aimed at helping students basically cheat — the possibility that it might skirt transparency rules isn’t exactly shocking.
