How Encord Made Archetype AI’s Team 70% More Efficient

Introducing Customer: Archetype AI

Archetype AI is building the first developer platform for Physical AI — powered by Newton, a foundation model trained on real-world sensor data. The platform enables enterprises to build and deploy custom AI applications for the physical world through simple APIs and no-code tools. With deep multimodal sensor fusion, Newton delivers rich, accurate insights across industries — from predictive maintenance to human behavior understanding. They're working with global leaders like Mercedes-Benz, NTT Data, and SLB, and backed by Venrock, Amazon, and Bezos Expeditions.

Before Encord

Prior to adopting Encord, Archetype AI managed data curation and annotation through a combination of internally developed tools and third-party platforms. A key limitation was the lack of native video support within their primary annotation tool. Without the ability to annotate directly on video, annotators were forced to label frame by frame — an inefficient and labor-intensive process that significantly hindered throughput. Object tracking capabilities were similarly constrained, leading to inconsistent performance and difficulty in maintaining continuity across frames.

As the scale and complexity of the data increased, maintaining label accuracy was difficult due to limited visibility in the annotation interface, and the overall user experience lacked the flexibility required for managing high-volume video datasets. These inefficiencies created friction throughout the pipeline, delaying project timelines and impacting the quality of data used for model development.

Recognizing the need for a more robust and purpose-built solution, the team began evaluating platforms capable of supporting scalable, high-performance video and multimodal annotation workflows.

The Encord Solution

“ What stood out to us wasn’t just one feature — it was how Encord brought together scalability, video-native annotation, clear label visibility, and the flexibility to support other modalities in a single, cohesive platform. It was the completeness of the solution, not just its individual parts, that aligned perfectly with our evolving needs. ”

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Nick Gillian, Founder, Head of AI & SW.

Since adopting Encord, the team has achieved a 70% increase in overall productivity. Most significantly, annotation speed has doubled, allowing the team to work far more efficiently than with previous tooling. This improvement is driven by Encord’s fast and intuitive annotation tools, powerful features like trackers and bulk operations, and most importantly, the flexibility of Encord's SDK, which enabled the team to build custom ETL pipelines for seamless data ingestion and annotation retrieval. Tasks that previously required manual upload/download steps and browser-heavy interactions are now fully streamlined. Together, these capabilities have drastically streamlined Archetype AI’s end-to-end labeling workflow.

Encord’s intuitive interface has streamlined project setup and management. It’s now easier for them to design workflows, assign and review tasks, and maintain full visibility across active projects. Labeling accuracy has also improved, leading to tangible gains in model performance, highlighting the impact of having the right data labeled correctly from the start.

The platform made it easy for the team to experiment with new annotation methodologies and iterate quickly, without being constrained by tooling limitations. This flexibility introduced a new level of agility, enabling the team to adapt and innovate faster across their data pipeline.

Collectively, these benefits have resulted in substantial time savings, improved model outcomes, and a more scalable and adaptable approach to handling complex multimodal data.