TwelveLabs

TwelveLabs

Video understanding API for semantic search

Overview

TwelveLabs provides an API-based platform that analyzes video content to extract key features such as actions, objects, on-screen text, speech, and people. These features are converted into vector representations to support fast, scalable semantic search across large video datasets. Developers and product managers integrate TwelveLabs’ end-to-end video understanding capabilities into their products, enabling users to search within videos quickly and precisely. The company differentiates itself by offering an end-to-end infrastructure that emphasizes speed and effectiveness compared with open-source and commercial models. The goal is to make all video content searchable and easy to interact with through API calls.

Significant Headcount Growth

About TwelveLabs

Simplify's Rating
Why TwelveLabs is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Data & Analytics

Enterprise Software

AI & Machine Learning

Company Size

51-200

Company Stage

Series B

Total Funding

$210.1M

Headquarters

San Francisco, California

Founded

2021

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Simplify's Take

What believers are saying

  • TwelveLabs raised $100 million on July 1, 2026 from Amazon, NEA, and NAVER Ventures.
  • Autodesk Flow Capture integration widens distribution across production and postproduction teams.
  • The April 1, 2026 Ecosystem Partner Program accelerates ISV and systems-integrator adoption.

What critics are saying

  • AWS controls launch priority, Trainium optimization, and a growing share of TwelveLabs' economics.
  • OpenAI, Google, and Adobe bundle video search into broader suites by 2027.
  • A July 30, 2026 layoff rumor signaled execution strain after the Series B.

What makes TwelveLabs unique

  • Marengo 3.0 on Amazon Bedrock launched first on AWS on July 1, 2026.
  • TwelveLabs now sells customer-managed video AI through VAST Data's on-prem deployment.
  • Rodeo, launched April 20, 2026, targets editors with natural-language clip assembly.

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Funding

Total Funding

$210.1M

Above

Industry Average

Funded Over

8 Rounds

Notable Investors:
Series B funding is typically for startups that have proven their business model and need more funding to expand rapidly—often by entering new markets or adding more products. Investors are usually venture capital firms that specialize in later-stage investments.
Series B Funding Comparison
Above Average

Industry standards

$35M
$45M
Linktree
$65M
Substack
$100M
ClickUp
$100M
TwelveLabs

Benefits

Health Insurance

Dental Insurance

Vision Insurance

Unlimited Paid Time Off

Growth & Insights and Company News

Headcount

6 month growth

6%

1 year growth

6%

2 year growth

5%
Crypto Briefing
Jul 1st, 2026
Twelve Labs raises $100M from Amazon and VCs with Nvidia backing for video AI search

Twelve Labs, an AI startup developing multimodal video understanding technology, has raised $100 million from Amazon and venture capital investors. The company builds AI models that can extract contextual insights from video data, enabling users to search and analyse footage using natural language rather than keywords. The startup's models are integrated into Amazon Bedrock, AWS's managed service for generative AI applications, and use Oracle Cloud Infrastructure for training. Nvidia led Twelve Labs' $50 million Series A in June 2024, with NEA and Radical Ventures participating. A December 2024 round brought in $30 million from Databricks, Snowflake, SK Telecom and HubSpot Ventures. The company has raised approximately $107 million in total funding and is positioned at the intersection of AI infrastructure and cloud computing.

Creative AI News
Apr 20th, 2026
TwelveLabs launches Rodeo, an AI video co-pilot for editors.

TwelveLabs launches Rodeo, an AI video co-pilot for editors. TwelveLabs launched Rodeo at NAB 2026 - an AI creative co-pilot that lets video editors find, assemble, and cut footage with natural language, cutting workflows from days to minutes. TwelveLabs launched Rodeo on April 20, 2026, at NAB Show in Las Vegas, its first consumer-facing application after years of building video AI infrastructure and APIs for enterprise clients. Rodeo is an AI creative co-pilot that lets editors find, assemble, and cut footage using natural language prompts, reducing raw-footage-to-story workflows from hours or days to minutes. What happened. TwelveLabs has operated since 2021 as a video intelligence platform, building APIs and models for media companies to analyze and search large video archives. Rodeo marks the company's first move into the creator application layer. The tool lets editors describe a moment, emotion, or concept in plain language and receive clip suggestions, edit recommendations, and assembled sequences, with no manual logging, metadata entry, or technical API integration required. The announcement came alongside two other upgrades. Pegasus 1.5, the company's latest video foundation model, now includes time-based metadata extraction: a single API call scans a video, identifies temporal segment boundaries, and outputs structured metadata in a user-defined schema. In testing, Pegasus 1.5 outperformed Gemini 2.5 Pro by 30% on segmentation quality benchmarks and is already running in production at a major broadcast network. TwelveLabs also announced an integration with Autodesk Flow Capture, the digital dailies and review software, adding Smart Search and Smart Actions powered by TwelveLabs: natural language video search and automated tagging inside the Flow Capture review workflow. Why it matters. Rodeo is a direct challenge to how editors currently organize and cut raw footage. Most AI editing tools add features on top of existing timeline-based NLEs. Rodeo starts from a different premise: describe what you want and the AI finds it. The model is closer to how a director thinks (find me the shot where she looks away) than how traditional editors are built (drag clip to track, trim handles). TwelveLabs has an advantage here over tools built by established NLE vendors: its core models were trained on video understanding at scale, not retrofitted onto an existing edit paradigm. Pegasus 1.5's 30% segmentation edge over Gemini 2.5 Pro matters for long-form content where scene boundary accuracy directly affects how useful automated assembly becomes. The Autodesk Flow Capture integration also signals a B2B2C strategy: TwelveLabs builds the AI layer, established tools get the distribution, creators benefit from natural language search inside tools they already use on set and in post. Key details. * Product: Rodeo: AI creative co-pilot for video editors * Announced: April 20, 2026 at NAB Show 2026, Las Vegas (booth W1923) * Core feature: Natural language clip discovery, edit suggestions, automated sequence assembly * No setup required: Deploys directly into existing workflows without API integration * New model: Pegasus 1.5: time-based metadata extraction, 30% better segmentation vs Gemini 2.5 Pro * In production: Pegasus 1.5 already deployed at a major broadcast network * Integration: Autodesk Flow Capture: Smart Search and Smart Actions for digital dailies workflows * Pricing: Not disclosed at launch * Company: TwelveLabs, CEO Jae Lee (co-founder) What to do next. Rodeo does not yet have publicly disclosed pricing or a self-serve sign-up page. The fastest path to access is the waitlist or early access form on twelvelabs.io. The full NAB 2026 press release has details on booth demos and early partner access. If you are using Autodesk Flow Capture for digital dailies on set or in post, the Smart Search integration is the lower-friction entry point: it adds natural language video search inside a tool you likely already have in your workflow. For editors evaluating AI assembly tools, Rodeo's differentiation from Descript or Adobe AI features is its foundation: Pegasus was built specifically for video understanding, not adapted from a text or image model. The 30% segmentation benchmark edge over Gemini 2.5 Pro is a meaningful signal for anyone dealing with long-form footage where scene boundary accuracy determines how useful automated assembly actually is. TwelveLabs will be at NAB Show 2026 through April 22 at booth W1923.

AiThority
Apr 8th, 2026
FriendliAI appoints Brian Yoo, former Moloco COO, as Chief Business Officer to drive Next phase of hypergrowth.

FriendliAI appoints Brian Yoo, former Moloco COO, as Chief Business Officer to drive Next phase of hypergrowth. AI industry veteran brings proven track record of scaling revenue 500x, securing $180M+ in capital, and leading global operations at the ~$4B machine learning company to accelerate adoption of The Frontier AI Inference Cloud. Apr 13, 2026 Prev Next 1 of 42,839 FriendliAI, The Frontier AI Inference Cloud, announced the appointment of Brian Yoo as Chief Business Officer. Joining from applied AI leader Moloco, Yoo will lead global commercial operations, go-to-market strategies, and partnerships as FriendliAI rapidly scales its high-performance, cost-efficient AI inference infrastructure worldwide. Yoo brings exceptional operational and strategic scaling expertise to FriendliAI. He most recently served as Chief Operating Officer at Moloco, where he built its global operations entirely from the ground up. Yoo created, managed, and scaled the Finance, Marketing, HR, BizOps, Legal, IT, and Workplace Operations functions. His leadership was the engine behind the company's massive expansion: he successfully grew revenue more than 500x to over $250 million, scaled headcount from a 10-person startup to a global workforce of over 600 employees, and led pivotal fundraising efforts that secured more than $180 million in capital, helping drive Moloco to a ~$4 billion valuation. "Brian's track record of building the operational engine behind an AI-driven startup and scaling it into a multi-billion dollar global powerhouse is simply remarkable," said Byung-Gon Chun, CEO of FriendliAI. "As we experience surging demand for our frontier inference infrastructure, Brian's unmatched expertise in hypergrowth, global commercial operations, and capital strategy is exactly what we need to accelerate our expansion and deliver unparalleled value to our customers." "As AI moves into production, performance at the inference layer directly determines how many tokens you can generate - and ultimately the margins you can capture," said Brian Yoo, Chief Business Officer at FriendliAI. "FriendliAI is positioned to maximize both, delivering industry-leading throughput and efficiency so our customers get the most out of every GPU. I am thrilled to join Byung-Gon and the incredible team here, especially now, as businesses that raced to build with large language models are beginning to heavily scrutinize their inference costs." Accelerating Market Leadership in AI Inference Yoo joins FriendliAI during a period of explosive momentum and enterprise adoption. FriendliAI's core technology, built by the researchers who pioneered the now-industry-standard "continuous batching" optimization technique, powers massive production workloads for rapidly growing AI companies. Under Yoo's commercial leadership, the company will focus on rapidly expanding its market share among AI-native startups, SaaS companies, and enterprises looking to escape inefficient open-source setups or expensive closed model APIs. FriendliAI is already delivering transformative results for its partners: Twelve Labs, a leader in video understanding, partnered with FriendliAI for production inference at scale, while NextDay AI reported processing trillions of tokens monthly while cutting GPU requirements by 50% after migrating to the platform.

Associated Press
Feb 25th, 2026
VAST Data and TwelveLabs partner to bring video intelligence to massive archives

VAST Data and TwelveLabs have partnered to bring advanced video intelligence capabilities to large-scale, secure video archives beyond public cloud deployments. The collaboration introduces TwelveLabs' first customer-managed deployment on the VAST AI Operating System, enabling video search, analytics and reasoning workflows where governance and data sovereignty are critical. TwelveLabs' foundation models, including Marengo for multimodal search and Pegasus for video understanding, will run on VAST's infrastructure designed to manage unstructured data at exabyte scale. The system features unified global namespace, trillion-vector scale storage and real-time data orchestration. Target industries include media and entertainment for content archive management, financial services for surveillance and compliance, and public sector agencies requiring on-premises video intelligence. The partnership addresses demand for deploying AI closer to where video data is created whilst maintaining regulatory compliance and cost efficiency.

BizSugar
Dec 2nd, 2025
TwelveLabs Unveils Marengo 3.0: Next-Gen Video Understanding Model Now on Amazon Bedrock

TwelveLabs unveils Marengo 3.0: next-gen video understanding model now on Amazon Bedrock. In a groundbreaking move for small business owners managing video content, TwelveLabs has unveiled Marengo 3.0 during the AWS re:Invent conference in Las Vegas. Marketed as the world's most advanced video understanding model, Marengo 3.0 promises to revolutionize how businesses leverage video data, helping them utilize this previously unwieldy asset more effectively. TwelveLabs, a leader in video search and understanding, has designed Marengo 3.0 to provide deep insights into video content by "reading" it in a way that mimics human understanding. The platform processes audio, visual elements, text, and movement as interconnected components, making it easier to analyze and search for specific moments or themes within extensive video libraries. The advantages for small business owners are compelling. Marengo 3.0 offers a 50% reduction in video storage costs and doubles the speed at which videos can be indexed. This means businesses can manage larger volumes of video efficiently while lowering operational costs. As Jae Lee, CEO and co-founder of TwelveLabs, highlights, "Video represents 90% of digitized data, but that data has been largely unusable... Now, Marengo 3.0 shatters the limits of what is possible." The promise of immediate ROI is particularly appealing for small businesses looking to maximize every dollar spent. Among the standout features of Marengo 3.0 is its "native video understanding," meaning it was built specifically for video, as opposed to merely adapting image processing models. This model enables businesses to navigate complex scenes, track events over time, and connect dialogue with visual cues, making it an invaluable tool for sectors like media, entertainment, advertising, and public security. Small business owners can harness this technology to enhance various operational needs. For instance, in sports, the model allows teams to track player actions and jersey numbers, streamlining highlight identification for promotional content. Similarly, companies in advertising can gain insights into audience engagement by analyzing viewers' emotional reactions, thus improving content targeting and ROI. While these features excite many small business leaders, there are practical considerations and potential challenges. The deployment of Marengo 3.0 requires a robust technological infrastructure, particularly for those lacking IT expertise. Fortunately, its availability via Amazon Bedrock simplifies integration into existing AWS environments, a significant bonus for businesses already familiar with Amazon's cloud service. For non-technical teams, a learning curve exists in understanding how to fully utilize the model's capabilities. While TwelveLabs provides documentation and support, owners must invest time and resources into training their teams. Small businesses often operate under tight budgets, so weighing these costs against the anticipated benefits will be crucial. With the ability to conduct multimodal queries, users can combine text with images in their searches, enabling a more thorough exploration of video content. This functionality can unlock new insights across industries, establishing a more informed approach to content strategy. Moreover, Marengo 3.0 supports multiple language inputs, broadening its appeal and utility for diverse businesses operating in a multilingual landscape. Nishant Mehta, VP of AI Infrastructure at AWS, noted, "TwelveLabs' work in video understanding is transforming how entire industries manage their video capabilities." This statement underscores the importance of adopting advanced technologies to remain competitive. For small business owners, collaborating with innovators like TwelveLabs may open new revenue streams, as well as improve operational efficiencies. In a world increasingly dominated by video, leveraging tools like Marengo 3.0 is no longer just an option but a necessity. Small businesses can enhance their competitive advantage by adopting this powerful model, optimizing video content from various angles, and ultimately transforming the way they engage with their customers. TwelveLabs' latest offering is available through their platform and via Amazon Bedrock. With its API-first design and improved video support, the model stands ready to support a multitude of business needs while driving significant cost savings and efficiency gains. For further information on Marengo 3.0's capabilities and to explore how it can specifically benefit your business, visit the original announcement. Sarah Lewis is a small business news journalist and writer dedicated to keeping entrepreneurs informed on the latest industry trends, policy changes, and economic developments. With over a decade of experience in business reporting, Sarah has covered breaking news, market insights, and success stories that impact small business owners. Her work has been featured in prominent business publications, delivering timely and actionable information to help entrepreneurs stay ahead. When she's not covering small business news, Sarah enjoys exploring new coffee shops and perfecting her homemade pasta recipes.

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