Revolutionizing Video Search: How Twelve Labs is Making Archives Instantly Accessible
Imagine being able to search every frame of your video archive with the same ease as typing into Google. That’s exactly what Twelve Labs is delivering with its groundbreaking multimodal video understanding technology. Visit twelvelabs.io to learn more about Twelve Labs’ innovations in AI-powered video analysis.
The Innovation Journey
Twelve Labs is changing the game when it comes to how media teams, content creators, and large organizations manage and extract value from their video content. At NAB 2025, we got an inside look at how their AI models are helping users search, analyze, and discover meaningful insights from massive video archives—in seconds.
Here’s the kicker: instead of the industry-standard approach of analyzing one frame per second, Twelve Labs processes video in full context, across entire longform files. That means no lost moments, no fragmented data, and no inefficiencies.
Picture this—someone types in a search like “firetruck during an intervention,” and Twelve Labs’ system pulls up the exact moment that happens across thousands of hours of footage. It’s not just smart. It’s eerily precise.
Impact & Vision
Twelve Labs’ vision goes beyond just making videos searchable—it’s about transforming what’s possible with archived content. A film studio once told them it was easier to charter a helicopter than to find an aerial shot of New York in their own archives. That’s how broken the traditional process was. Twelve Labs is fixing that.
Take their work with Maple Leaf Sports & Entertainment (MLSE), for example—home to teams like the Toronto Maple Leafs and Toronto Raptors. MLSE’s old workflow took 16 hours to ingest game footage and prep it for social media. With Twelve Labs’ platform, that process now takes just nine minutes.
“We’re allowing them to focus on better user experience and monetization, instead of spending time searching and diving through archives,” said Anthony Giuliani, representing Twelve Labs at NAB.
Behind the Technology
At its core, Twelve Labs delivers its advanced models through APIs, seamlessly integrating with customer ecosystems. Whether it’s through platforms like Bitcentral’s FUEL, EMAM, or others, the technology plugs directly into the tools teams are already using.
What’s more, their recent integration with AWS Bedrock means customers can now access Twelve Labs’ models with enterprise-grade governance, security, and no additional infrastructure headaches. It’s AI where your data lives—simple, secure, and scalable.
The Twelve Labs Playground, a demo tool on their website, offers an interactive way for users to experience the search magic firsthand before diving into API integrations.
Our Perspective
We’ve seen a lot of AI-powered tools, but what Twelve Labs brings is more than hype. It’s an elegant solution to a very real bottleneck in content production and management. By enabling instant, context-aware search across entire video libraries, they’re making the impossible feel effortless.
The scalability of their model is a standout—especially the way it handles entire videos rather than cherry-picking frames. And the fact that they’re driving this innovation while significantly reducing API costs? That’s a rare combination.
Future Outlook & Final Thoughts
Twelve Labs is poised to redefine how industries—from media and sports to education and government—interact with video content. With recent partnerships and platform expansions, including the AWS Bedrock launch, they’re scaling fast while staying deeply focused on customer needs.
“We’re building where our customers live,” Anthony said, and that vision is already paying off in reduced workflows, smarter content use, and better audience experiences.
As AI continues to evolve, we see Twelve Labs as one of the frontrunners shaping the future of video intelligence.
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