Twelve Labs

The company operates as an AI infrastructure and platform provider focused on video understanding. It develops proprietary video-language and encoder models and exposes them via cloud APIs (search, video-to-text, summarisation and generation). Value is created by allowing customers to index, query and transform large volumes of video without building in-house multimodal models and infrastructure. Revenue is generated as customers embed these APIs in their own products and workflows, driving recurring usage over time, with higher-value enterprise relationships likely involving committed volumes, SLAs and optional fine-tuning or bespoke services.

Twelve Labs is a US-based AI startup that provides cloud APIs for understanding and searching video content. Its core technology consists of video-language foundation and encoder models that generate embeddings and text outputs from long-form video, enabling semantic search, summarisation, and generation over large video libraries.

The company monetises through usage-based SaaS pricing for its APIs, charging primarily per minute of processed video and per thousand output tokens, with a free tier for evaluation and higher tiers for commercial and enterprise use. Direct customers are developers, product teams and enterprises (such as media, platforms and data/AI teams) that integrate these APIs into their own applications rather than end-consumers using a standalone product.