- Tracksuit has acquired Hall, a Sydney-based startup that measures how brands appear in responses from assistants, the company announced on Monday.
- The acquisition adds AI-monitoring capability to Tracksuit's existing business of surveying consumer sentiment for brands including Unilever and Pfizer.
- Connor Archbold, Tracksuit's CEO, stated that the resulting product will show marketers "how your brand is perceived relative to and connected to what human sentiment is."
- The AI-visibility product is expected to become available to Tracksuit's existing customers this year, with new customers able to join a waitlist.
- Tracksuit was founded in 2021 and sells a subscription dashboard that tracks brand awareness and purchase intent across nearly 20,000 brands in 25 markets.
- Hall, founded in 2023, built tools to measure how brands surface across AI assistants, part of a wave of startups focusing on answer-engine optimization tools.
- Tracksuit raised $25 million in Series B financing in 2025, and the company has no plans to raise capital in the near term.
Tracksuit's acquisition of Hall marks a strategic move to bolster its AI brand-monitoring capabilities, addressing growing marketer concerns about brand representation in AI responses.1567
Connor Archbold, Tracksuit's CEO, emphasized the need for brands to maintain authenticity in both human and AI perceptions, stating, "Brands are particularly worried about their brand being authentic for both humans and the LLMs."3
The new product will enable tracking of brand visibility across major AI platforms, including ChatGPT and Google's AI Mode, which dominate user engagement today.
Founded in 2021, Tracksuit provides a subscription dashboard that monitors brand awareness and purchase intent for nearly 20,000 brands across 25 markets. The acquisition of Hall, which specializes in measuring brand visibility in AI responses, aligns with the industry's shift towards AI-driven marketing strategies.
Archbold noted that there is currently no standardized methodology for how large language models (LLMs) select brands in responses, highlighting the need for a comprehensive approach to quantify AI visibility.
The AI-visibility product is expected to be available to existing Tracksuit customers this year, with new clients able to join a waitlist.4
This acquisition follows Tracksuit's recent $25 million Series B funding round, which has positioned the company for further growth without immediate plans for additional capital raises.
“Hall's four-person team will join Tracksuit, with founder Kai Forsyth becoming principal product manager leading AI-visibility direction across platforms like ChatGPT and Google's AI Mode. CEO Connor Archbold noted that brands are particularly worried about their brand being authentic for both humans and LLMs.”
Yahoo Finance
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