TwelveLabs Launches Tiered Partner Program to Scale Video Intelligence Deployments

San Francisco-based TwelveLabs formalized its partner ecosystem with the launch of the Ecosystem Partner Program, a tiered structure designed to help systems integrators, ISVs, and implementation partners build, sell, and support video intelligence solutions at enterprise scale. The program, announced April 1, 2026, organized eleven named launch partners across two tiers around a problem the company has spent years quantifying: 90% of the world's data is video, yet most organizations cannot effectively search, analyze, or operationalize it.

The program's two-tier architecture separates partners by deployment maturity. The Verified tier serves as an entry point for firms establishing a TwelveLabs practice, while the Advanced tier recognizes partners who have demonstrated production deployments or deep product integrations. Reaching Advanced status unlocks lead sharing, early access to new product features, expanded co-marketing programs, and customer discounts on TwelveLabs' two core AI models.

CineSys, Overcast HQ, Quickplay, ScorePlay, TrackIt, and Vidispine joined as Advanced partners. EMAM, Ceivo, MASV, Mimir, and Nomad Media are among those at the Verified tier. The partner mix spans media asset management, sports technology, and cloud video delivery, reflecting TwelveLabs' intent to scale across verticals rather than anchor to a single industry.

Those discounts apply specifically to Marengo and Pegasus, the two models at the core of the TwelveLabs platform. Marengo, now at version 3.0 following a December 1, 2025 launch, functions as an any-to-any search engine for video, enabling semantic search, hybrid search, anomaly detection, and composed multimodal queries that combine image and text in a single request. The 3.0 release also introduced what the company described as an industry-first Sports Intelligence capability, covering team, player, jersey number, and action tracking, while cutting storage requirements by 50% over its predecessor. AWS became the first cloud provider to carry Marengo 3.0, deploying it on Amazon Bedrock across US East (N. Virginia), Europe (Ireland), and Asia Pacific (Seoul). Pegasus, the platform's video reasoning and text generation model at version 1.2, runs on Bedrock in US West (Oregon) and Europe (Ireland). Automatic reindexing from the deprecated Marengo 2.7 to 3.0 began in mid-March 2026.

TwelveLabs has raised approximately $107 million across five funding rounds from 25 investors since its 2021 founding. New Enterprise Associates, Index Ventures, NVIDIA, Intel, Samsung, Databricks, and Snowflake count among the backers; Databricks and Snowflake have each integrated TwelveLabs' capabilities into their own platforms as part of their investment relationships. In October 2025, Firstman Studio, the production company of the Squid Game creator, made a strategic investment, adding a prominent entertainment-industry signal to TwelveLabs' backer list. Partnerships with LG CNS in July 2025 and VAST Data in February 2026 extended the company's reach further.

CEO Jae Lee co-founded TwelveLabs alongside COO Dave Chung, Soyoung Lee, Aiden Lee, and SJ Kim. A UC Berkeley computer science graduate, Lee previously served as an award-winning cybersecurity leader for the South Korean army and as a software engineer at both Amazon and Samsung. He has described TwelveLabs' approach as roughly three years of building proprietary video foundation models and indexing infrastructure from scratch rather than adapting existing AI systems. The practical output of that investment is evident in production: one enterprise customer has used the platform to index 2 million hours of video content.