Tell stories through those who were there.

After running a production company together for several years, Chris-Håvard and Atle kept running into the same problem, over and over: media and travel companies were sitting on huge volumes of user-generated content that never turned into anything usable. Raw footage piled up, nobody had time to sift through it, and the good stories got lost in the process.

They built Luups to close that gap — using AI to actually understand what's in the content, and turn everyday UGC into brand stories worth publishing. Owning the full pipeline mattered from day one: ingest, AI analysis, and delivery, without routing client data through third-party US cloud AI providers. That's why Luups runs its own inference infrastructure and keeps everything within the EU.

For brands anywhere, that combination — speed, control over the stack, and real data ownership — is what Luups is built around.