TwelveLabs launches Marengo, Pegasus, and Rodeo video AI on AWS Marketplace

TwelveLabs’ migration to AWS Marketplace signals a maturation of video-native AI from standalone research to integrated infrastructure. By providing tools that treat video as a searchable, manipulatable dataset rather than static files, TwelveLabs addresses the 80% of global data that remains largely unindexed. For the streaming ecosystem, this significantly lowers the barrier for automated content monetization—such as real-time sports highlights and metadata generation—at cloud scale. As hyperscalers increasingly act as distributors for specialized AI, watch for TwelveLabs’ adoption rates among Tier-1 sports broadcasters as a benchmark for AI's operational ROI in high-volume live production.

The expansion follows a significant period of capital injection and technical scaling for TwelveLabs. In June 2024, the company raised $50 million in a Series A round co-led by New Enterprise Associates (NEA) and NVIDIA’s NVentures, per SiliconANGLE. This funding was specifically earmarked to double the company's headcount and refine its foundation models. During that period, TwelveLabs notably optimized its Pegasus model by reducing its parameter count from 80 billion to 17 billion, a 78% reduction aimed at improving inference speed and making the technology more cost-effective for enterprise deployment without sacrificing multimodal accuracy.

Beyond media and entertainment, TwelveLabs is actively diversifying into industrial and specialized legal sectors. According to company leadership, new use cases have emerged in automated automotive diagnostics—where AI analyzes footage of vehicles for initial damage reports—and legal discovery, where firms use the models to parse through vast archives of video evidence. This horizontal expansion puts TwelveLabs in direct competition with multimodal offerings from hyperscalers, such as Google’s Gemini 1.5 Pro, which also features a one-million-token window capable of processing long-form video content, per Google DeepMind reporting from early 2026.

The broader market for AI agents within the cloud ecosystem is accelerating. AWS reported in December 2025 that its Marketplace catalog had grown to over 30,000 listings, with a specific focus on agentic AI that can perform actions within customer workflows. Per AWS, search activity for agent-driven tools increased substantially throughout 2025 and 2026 as enterprises shifted from generic chatbots to vertical-specific tools like TwelveLabs' Rodeo. This shift aligns with broader economic forecasts; the AI app market is projected to reach a valuation of $42.72 billion by 2030, according to Next Move Strategy Consulting, driven largely by the integration of computer vision into professional B2B services.