TechCrunch: Cal AI viral growth fueled by paid influencers, report says

Cal AI powered its viral rise through a paid network of influencers, TechCrunch reports today, after generating more than $30 million in two years and being acquired by MyFitness in March for an undisclosed sum. The disclosure matters as brands increasingly rely on creator marketing amid scrutiny over transparency and customer acquisition costs. It also highlights how established fitness platforms are buying AI upstarts to accelerate growth.

TechCrunch says Cal AI leaned on "a small army of influencers" to drive signups and revenue, tallying over $30 million in its first two years. The startup was bought by MyFitness in March for an undisclosed amount, according to the outlet. Watch for comment from MyFitness and Cal AI on marketing disclosures, user growth sustainability, and whether regulators weigh in on sponsored content norms. [Developing. This article will be updated.]