Twelve Labs, a global video understanding AI company, announced on March 23 that its multimodal AI model, Marengo, has been integrated into Gettyimagebank, the image and video platform operated by Getty Images Korea. This collaboration aims to enhance the search capabilities for approximately 100,000 customers by allowing natural-language queries across 270,000 pieces of content housed within the platform.
Historically, video searches on traditional stock platforms have relied heavily on keywords derived from metadata and tags. In contrast, Marengo analyzes a combination of visual, audio, and text information within videos. This innovative model allows users to enter specific queries, such as “children playing on a beach” or “an office worker walking with an umbrella on a rainy night,” yielding results that align more closely with the contextual meaning of the scene rather than simply recognizing isolated objects.
In its comparative performance, Marengo boasts a 43 percent advantage over prominent models from tech giants like Google and OpenAI. Furthermore, it has made history as the first Korean AI model and the inaugural video AI model to be supplied to Amazon Bedrock.
Lee Jae-sung (이재성), CEO of Twelve Labs, expressed confidence in the transformative impact of AI on the media industry, stating, “We will lead the innovative changes AI is creating in the media industry.” Meanwhile, Yoon Chun-hee (윤춘희), CEO of Getty Images Korea, emphasized her expectation that enhanced natural-language video search capabilities will improve search efficiency for customers and foster a positive virtuous cycle within the creator ecosystem.
The integration of Marengo into Gettyimagebank highlights a significant shift towards more intuitive user interfaces in media searches, aligning with broader trends in AI development. As businesses increasingly look to leverage advanced AI technologies, the partnership may signal a growing recognition of the role of contextual understanding in media consumption and creation.
In a market that has seen a surge in demand for efficient content retrieval methods, this innovative approach could redefine user expectations and set new standards for content platforms. As AI continues to evolve, the implications for the media and creative industries are profound, suggesting a future where users may interact with content in increasingly sophisticated ways.
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