beeble-forensic-analysis/evidence/marketing_claims.md

Beeble Marketing Claims Archive

Exact quotes from Beeble's public-facing pages, archived January 2026. These are provided for reference so readers can compare marketing language against the technical findings documented in this repository.

All quotes are reproduced verbatim. Emphasis (bold) is preserved as it appears on the original pages.

beeble.ai/beeble-studio

Page title: "Production-Grade 4K AI Relighting, Fully On-Device"

Main heading: "4K Relighting Fully on Your Machine"

Subheading: "DESKTOP APP FOR LOCAL PROCESSING"

Feature description (Local AI Model section):

Run our most advanced Video-to-PBR model, SwitchLight 3, directly on your desktop. Perfect for professionals who need local workflow.

Video-to-Assets feature card:

PBR, Alpha & Depth Map Generation Powered by SwitchLight 3.0, convert images and videos into full PBR passes with alpha and depth maps for seamless relighting, background removal, and advanced compositing.

FAQ on the same page ("What is Beeble Studio?"):

Beeble Studio is our desktop application that runs entirely on your local hardware. It provides:

• Local GPU Processing: Process up to 4K and 1 hour using your NVIDIA GPU
• Unlimited Rendering: No credit consumption for Video-to-VFX
• Complete Privacy: Your files never leave your machine

Same AI Models: Access to SwitchLight 3.0 and all core features

Source: https://beeble.ai/beeble-studio

beeble.ai/research/switchlight-3-0-is-here

Published: November 5, 2025

Headline: "Introducing the best Video-to-PBR model in the world"

Opening paragraph:

SwitchLight 3.0 is the best Video-to-PBR model in the world. It delivers unmatched quality in generating physically based rendering (PBR) passes from any video, setting a new standard for VFX professionals and filmmakers who demand true production-level relighting.

On the "true video model" claim:

True Video Model: For the first time, SwitchLight is a true video model that processes multiple frames simultaneously. Earlier versions relied on single-frame image processing followed by a separate deflicker step. In version 3.0, temporal consistency is built directly into the model, delivering smoother, more stable results while preserving sharp detail.

On training data:

10x Larger Training Set: Trained on a dataset ten times bigger, SwitchLight 3.0 captures a broader range of lighting conditions, materials, and environments for more realistic results.

Detail quality claim:

SwitchLight 3.0 achieves a new level of detail and visual clarity. Compared to 2.0, it captures finer facial definition, intricate fabric wrinkles, and sophisticated surface patterns with far greater accuracy.

Motion handling:

SwitchLight 3.0 is a true end-to-end video model that understands motion natively. Unlike SwitchLight 2.0, which relied on an image model and post-smoothing, it eliminates flicker and ghosting even in extreme motion, shaking cameras, or vibrating subjects.

Source: https://beeble.ai/research/switchlight-3-0-is-here

docs.beeble.ai/help/faq

"Is Beeble's AI trained responsibly?":

Yes. Beeble's proprietary models--such as SwitchLight--are trained only on ethically sourced, agreement-based datasets. We never use scraped or unauthorized data.

When open-source models are included, we choose them carefully--only those with published research papers that disclose their training data and carry valid commercial-use licenses.

"What is Video-to-VFX?":

Video-to-VFX uses our foundation model, SwitchLight 3.0, and SOTA AI models to convert your footage into VFX-ready assets by generating:

• PBR Maps: Normal, Base color, Metallic, Roughness, Specular for relighting
• Alpha: foreground matte for background replacement
• Depth Map: For compositing and 3D integration

Source: https://docs.beeble.ai/help/faq

docs.beeble.ai/beeble-studio/video-to-vfx

Product documentation page:

Video-to-VFX uses our foundation model, SwitchLight 3.0, to convert your footage into VFX-ready assets.

Key Features section:

PBR, Alpha & Depth Pass Generation Powered by SwitchLight 3.0. Convert footage into full PBR passes with alpha and depth maps.

Source: https://docs.beeble.ai/beeble-studio/video-to-vfx

Investor and press coverage

Seed funding (July 2024)

Beeble raised a $4.75M seed round at a reported $25M valuation. The round was led by Basis Set Ventures and Fika Ventures. At the time of funding, the company had approximately 7 employees.

Press coverage from the funding round:

Beeble [...] has raised $4.75 million in seed funding to develop its foundational model for AI-powered relighting in video.

Source: TechCrunch and other outlets, July 2024

Investor quotes (public press releases):

Basis Set Ventures described SwitchLight as a "world-class foundational model in lighting" in their investment rationale.

The term "foundational model" is significant. In the AI industry, it implies a large-scale, general-purpose model trained from scratch on diverse data--models like GPT-4, DALL-E, or Stable Diffusion. The technical evidence suggests Beeble's pipeline is a collection of open-source models (some used directly, others used as architectural building blocks) with proprietary weights trained on domain-specific data. Whether this constitutes a "foundational model" is a characterization question, but it is a characterization that was used to secure investment.

As of January 2026, the company appears to have approximately 9 employees.

Version history

Version	Approximate date	Key changes
SwitchLight (mobile app)	2022-2023	Photo relighting app for iOS, 3M+ downloads claimed. Selfie/portrait focus.
SwitchLight 1.0	Late 2023 - early 2024	First VFX tool. Required alpha mask input. Isolated humans only. Architecture described in CVPR 2024 paper. Per-frame processing.
SwitchLight 2.0	June 30, 2025	"Complete architecture rebuild." No alpha mask required. Full-scene PBR maps (not just isolated subjects). Claimed 10x larger model, 13x more training data than 1.0. Still per-frame with post-processing deflicker. 2K resolution limit (cloud). 8-bit PNG output. User data training controversy (see below).
SwitchLight 3.0	November 5, 2025	Marketed as "true video model" with multi-frame processing. Claimed 10x more training data than 2.0 (130x more than 1.0). 4K resolution support. 16-bit EXR output. Desktop app (Beeble Studio) launched for local GPU processing. Paid users exempt from data training.

Source: beeble.ai/research/switchlight-2-0-is-here, beeble.ai/research/switchlight-3-0-is-here

Team and leadership

Beeble was founded in 2022 in Seoul, South Korea by five co-founders who previously worked at the AI research and machine learning team of Krafton Inc., a South Korean game publisher.

CEO: Hoon Kim

• B.S. and M.S. in Electrical Engineering from KAIST (2012-2019)
• Research scientist at Lunit (medical AI, 2019-2020)
• Deep learning research scientist at Krafton Inc. (voice synthesis team leader, 2020-2022)
• 6 peer-reviewed papers at ICLR, AAAI, ICML workshop
• Prior research was in autonomous driving (sim-to-real transfer, vehicle collision prediction) and voice synthesis--not in computer vision, relighting, or PBR decomposition
• The SwitchLight paper is his first publication in relighting

Source: gnsrla12.github.io/About-myself/

Paper co-author: Sanghyun Woo (last/senior author on the CVPR paper)

• Ph.D. from KAIST, currently Senior Research Scientist at Google DeepMind
• Previously Faculty Fellow at NYU Courant (hosted by Saining Xie)
• Creator of CBAM (Convolutional Block Attention Module, ECCV 2018) with 34,000+ citations
• Co-author on ConvNeXt V2 (CVPR 2023), Cambrian-1 (NeurIPS 2024 Oral)
• Listed as affiliated with NYU on the SwitchLight paper, not Beeble
• Whether his involvement extends beyond the CVPR 2024 paper is unknown

Source: sites.google.com/view/sanghyunwoo/

Team size: 9 employees as of early 2026. With 5 co-founders, this means approximately 4 non-founder employees.

Products and pricing

Beeble Cloud (web app): Credit-based processing. Free tier (15-second clips), Creator $19/month, Professional $75/month.

Beeble Studio (desktop app): Local GPU processing. Indie $504/year ($42/month, for studios under $200K revenue), Standard $3,000/year ($250/month).

SwitchLight API: Available at switchlight-api.beeble.ai for developer integration.

Mobile app: SwitchLight photo editor on iOS, 3M+ downloads claimed. This is a consumer selfie relighting app, not a professional VFX tool.

Plugins: Nuke, Blender, Unreal Engine integration.

The original SwitchLight Studio product was shut down and merged into Beeble Studio. The switchlight-studio.beeble.ai domain displays a "Closing" notice.

Source: beeble.ai/pricing, beeble.ai/pricing-cloud

User data training controversy

When SwitchLight 2.0 launched in mid-2025, CG Channel reported that Beeble's terms of use allowed user-uploaded content to be used for AI training. This caused significant backlash in the VFX community, where studios are protective of proprietary footage.

Beeble responded by changing policy: paid subscribers' content is no longer used for training (as of the SwitchLight 3.0 launch in November 2025). Free tier uploads may still be used. The Beeble Studio desktop app was positioned as the privacy-focused alternative, with all processing running locally.

Source: cgchannel.com/2025/11/beeble-launches-switchlight-3-0/

Interview statements

In a September 2025 interview with Digital Production magazine ("We have to talk about Switchlight 2.0"), CEO Hoon Kim stated:

At its core, it's a neural net doing the heavy lifting.

When asked for architecture details, he said he "couldn't share more details beyond that."

On training data, Kim stated all data was "created in-house using scans of real humans and objects" with "no movies, films, or third-party content used."

Source: digitalproduction.com/2025/09/05/we-have-to-talk-about-switchlight-2-0/

Production credits

Boxel Studio used SwitchLight for VFX relighting sequences on Superman & Lois. This appears to be Beeble's most prominent production credit.

Source: boxelstudio.com/beeble-switchlight/

Patent filings

No patent applications or grants were found for Beeble Inc. or any of its founders related to SwitchLight, relighting, or inverse rendering. Searches were conducted on USPTO Patent Public Search and Google Patents for "Beeble," "Hoon Kim," "SwitchLight," and "portrait relighting neural network."

Note: Patent applications have an 18-month publication delay from filing, so recent applications may not yet be visible.

Searched: January 2026

CVPR paper reception

The SwitchLight paper was accepted as a CVPR 2024 highlight paper (top ~10% of accepted papers out of 11,532 submissions). Beeble claimed perfect 5/5/5 reviewer scores.

The paper is cited as "state-of-the-art" in IC-Light's ICLR 2025 paper and is referenced in the Awesome-Relighting curated list. No public criticisms of the paper were found, though CVPR reviews are confidential.

The paper has no associated code release. The beeble-ai/SwitchLight- Studio GitHub repository contains only desktop application scripts and integration helpers, not model code. For a CVPR highlight paper, the absence of a code release is notable.

The arXiv version is licensed CC BY-NC-SA 4.0 (non-commercial).

Source: x.com/beeble_ai/status/1763564054529159548

Community presence

As of January 2026, there is minimal Reddit discussion of Beeble or SwitchLight on r/vfx, r/compositing, or r/NukeVFX. For a tool that has been used on a major television production (Superman & Lois) and claims 3M mobile app downloads, the lack of organic community discussion is notable.

There is a separate, unrelated company called "Beeble" (based in Latvia, offering encrypted email and cloud storage) that has an AppSumo listing with poor reviews. This is not the same as Beeble AI but creates brand confusion.

Notable patterns

Beeble's marketing consistently attributes the entire Video-to-VFX pipeline to SwitchLight 3.0. The Beeble Studio page states that PBR, alpha, and depth map generation are all "Powered by SwitchLight 3.0."

The FAQ is the only place where Beeble acknowledges the use of open-source models, stating they "choose them carefully" and select those with "valid commercial-use licenses." However, the FAQ does not name any of the specific open-source models used, nor does it clarify which pipeline stages use open-source components versus SwitchLight.

The overall marketing impression is that SwitchLight is responsible for all output passes. The technical reality, as documented in this repository's analysis, is that background removal (alpha) and depth estimation are produced by open-source models used off the shelf, and the PBR decomposition models appear to be architecturally built from open-source frameworks (segmentation_models_pytorch, timm backbones) with proprietary trained weights. See docs/REPORT.md for the full analysis.