Twelve Labs: Multimodal AI that Understands Videos Like Humans

Twelve Labs Inc. has emerged as a prominent player in the AI landscape, specializing in visionary video AI platforms. Founded by Jae Lee and Aidan Lee, the company has developed a unique technology that aims to transform how users interact with video content. With a significant investment of $50 million led by Nvidia, Twelve Labs is poised to expand its innovative solutions across various industries. The company’s headquarters are in San Francisco, with additional operations in Seoul, demonstrating its global reach and ambitions.

Idea and Product

Twelve Labs is revolutionizing the way we interact with video content through its proprietary technology that facilitates advanced video analysis and search capabilities. Their products enable users to perform intuitive searches within videos, such as pinpointing specific moments or identifying particular actions or characters. This capability not only enhances user engagement with video content but also opens new possibilities for content creators and marketers to analyze and understand their visual media more deeply.


The market for video AI technologies is rapidly expanding as industries recognize the value of being able to quickly navigate and analyze vast amounts of video data. Twelve Labs targets a diverse range of clients, including social media influencers, sports leagues, and Hollywood studios, indicating a broad market appeal. The growing demand for efficient and intelligent video analysis tools positions Twelve Labs favorably within this competitive landscape.

Business Model

Twelve Labs operates on a business model that leverages its advanced AI technology to offer subscription-based services, licensing, and potentially, custom solutions tailored to specific client needs. Their collaboration with Nvidia not only enhances the technical capabilities of their offerings but also strengthens their market position through strategic partnerships. This model allows for scalable growth as video content continues to dominate digital media consumption.


The technological backbone of Twelve Labs consists of their cutting-edge foundation models, Marengo and Pegasus, which are designed for extensive video understanding and search tasks. These models are integrated with Nvidia’s powerful AI chips, allowing them to handle complex multimodal data from video, audio, and images. This integration ensures high performance and accuracy, making Twelve Labs a leader in video AI technology.

Vision and Ambition

Twelve Labs aims to make video content as easily navigable and serviceable as text. Their vision extends to transforming how people interact with digital media, making it possible to instantly find and analyze specific content within videos. This ambition not only enhances user experience but also paves the way for new applications of AI in education, entertainment, and beyond.


The team at Twelve Labs is led by co-founders Jae Lee and Aidan Lee, who bring a unique blend of engineering expertise and visionary leadership. The company plans to expand its team significantly, aiming to double its headcount by the end of the year. This growth will include hiring across various domains, from machine learning experts to business operations, reflecting the company’s commitment to innovation and excellence.

Investors and Funding

Twelve Labs has secured a total of $77 million in funding, with a recent $50 million round led by Nvidia and supported by other notable investors like New Enterprise Associates and Korea Investment Partners. This strong financial backing underscores the confidence investors have in Twelve Labs’ potential to disrupt the video AI sector.

Achievements and Milestones

Since its inception, Twelve Labs has achieved significant milestones, including the development of its flagship Marengo and Pegasus models and securing a diverse clientele. The company’s technology has already been adopted by thousands of users, demonstrating its effectiveness and market acceptance. The recent funding will further enable Twelve Labs to continue its research and development, pushing the boundaries of AI in video understanding.

Challenges and Risks

Twelve Labs faces several challenges, including the technical difficulties of scaling AI models to handle diverse and large datasets. Additionally, they must navigate privacy and copyright issues associated with video content. As the technology evolves, maintaining accuracy and speed in video analysis remains a crucial challenge that the team is continuously working to address.

Jobs and Careers

Twelve Labs is actively expanding its team and offers a range of career opportunities in areas like machine learning, business operations, and software engineering. Positions are available in both their San Francisco and Seoul offices, providing a dynamic and innovative work environment. The company values curiosity, resilience, and a team-oriented approach, making it an attractive place for ambitious professionals looking to impact the AI industry.

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