Comparison · enterprise video AI
Deepgrip vs Twelve Labs.
Two answers to a similar problem.
Twelve Labs ships video-understanding APIs to developers. Deepgrip ships a searchable-media-archive platform to media organisations. Same broad space, different shape. Here is when to choose each.
Primary deliverable
Deepgrip ships an end-user platform with UI, search, recap, compile, publishing. Twelve Labs ships SDK + REST APIs to embed in your own product.
Time to first useful result
Citation-backed answers (timestamp + clip)
Twelve Labs returns embeddings/segments; building a citation-grounded answer UX is your job.
Recap generation built in
Entity-driven clip compilation
Multilingual ASR — 22 Indic languages
Twelve Labs covers major global languages; Indic depth is shallower.
Code-mixed (Hinglish, Tanglish) handling
Translation pipeline (segment-aligned subtitles)
Auto-clip generation for social platforms
NAS / on-prem ingest connectors
Both can ingest from object storage; on-prem NAS is native to Deepgrip.
Sovereign-cloud / on-prem deployment
Custom embedding / model fine-tuning
Twelve Labs is the better choice if your team wants to train custom video embeddings.
Public model benchmarks
Pricing surface
Choose Deepgrip if
You run a media archive, not a developer team
You are a broadcaster, sports rightsholder, faith organisation, university, podcaster or publisher with a video archive that needs to answer questions today. You want a platform — search UI, citation-backed answers, recap, compile, multilingual subtitles — not a stack of APIs you wire together. Indic-language depth and code-mixed handling matter to you. Deepgrip is the right shape.
Choose Twelve Labs if
You are building a video product on top of an API
You have an engineering team and you are building a custom video product where you control the UX end-to-end. You want raw video embeddings to power features you will build yourself, with the option to fine-tune the model. You are not packaging the result for a vertical (media, sports, faith, education). Twelve Labs is the right shape.
Twelve Labs vs Deepgrip — common questions
Can I use both Deepgrip and Twelve Labs?
In principle, yes — they target different layers. Deepgrip is the platform-level product; Twelve Labs is an embedding-level API. In practice, most organisations choose one because both cover ASR, search and embeddings to some degree.
Which one is cheaper?
Depends on volume and shape. Twelve Labs charges per API call / per minute processed, which suits high-burst, low-frequency workloads. Deepgrip charges plan tiers for archive size and active seats, which suits ongoing archive operations. For a 10,000-hour archive used daily, Deepgrip plans are typically more predictable. Run the numbers against your actual volume.
Does Twelve Labs do Indian languages?
Twelve Labs supports a subset of major global languages with good English performance. Deepgrip is Indic-first: 22 Indic languages with code-mixed handling are native. If your archive is predominantly Hindi, Tamil, Telugu, Bengali, Marathi or other Indic languages, Deepgrip will give you noticeably better ASR and search.
Does Deepgrip expose APIs?
Yes — every Deepgrip platform feature has a corresponding API for ingest, search, recap and export. You can use Deepgrip headlessly if needed. The difference is that a turnkey platform is the default; the API is the escape hatch.
Which one is better for compliance and audit?
Deepgrip ships role-based access control, full audit logs, sovereign-cloud and on-premise deployment options as first-class features — built for broadcasters and public-sector workloads. Twelve Labs is a SaaS API. For regulated environments, Deepgrip is typically the easier fit.
Try Deepgrip on a real archive.
Seven-day free trial on every paid plan. Index a back catalogue, run real queries, see citations come back. Cancel anytime.
Twelve Labs is a trademark of its owner. Twelve Labs official site. Comparisons reflect publicly documented capabilities at time of writing and may have changed since.