Tracksuit acquires Hall to track AI brand mentions

Australian-born brand-tracking platform Tracksuit has acquired Sydney startup Hall, adding tools that show marketers how their brands appear in AI assistants as well as in consumer surveys. In the company’s announcement, Tracksuit said Hall’s product will be folded into its platform so clients can monitor whether ChatGPT and Google’s AI products mention them, and what those answers say.

The purchase keeps the story close to two Australian software companies. Tracksuit built its business around survey-based brand tracking. Hall looked at how large language models describe brands and products. The combined pitch is that brand health now has a second reading: what consumers say, and what AI systems repeat back.

Chief executive Connor Archbold said the acquisition reflected that shift.

“Brand has always lived in people’s minds. Increasingly, it also lives inside AI.”

• Connor Archbold, Tracksuit chief executive

Tracksuit said Hall’s tools will sit inside its existing product, giving marketers one place to compare traditional brand metrics with AI visibility. Hall founder Kai Forsyth will join Tracksuit as principal product manager. Former Tracksuit chief marketing officer Matt Herbert becomes chief revenue officer, while former GroupM Nexus chief commercial officer Megan Clark joins as chief marketing officer on 28 July.

Terms were not disclosed. ADWEEK reported via Yahoo Finance that Tracksuit tracks more than 20,000 brands across 25 markets and that Hall had worked with Linktree, Tracksuit and Startmate. The figures point to a larger goal: making AI monitoring a routine part of brand measurement rather than a side experiment.

The timing matters because AI answers often collapse several sources into one response. For marketers, the question is no longer only whether a brand ranks in search. It is also whether an AI system names it at all. A company can be familiar to customers and still be missing from an AI summary, or show up in the wrong context. Tracksuit is pitching that gap as something clients should see before it becomes expensive.

Forsyth, in Tracksuit’s statement, said Hall had found short-term tactics could lift AI visibility, but stronger brands moved the needle more consistently.

“Building Hall showed us that short-term tactics can spike a brand’s AI visibility, but what actually moves the needle is the brand-building work that makes people already know and trust you.”

• Kai Forsyth, Hall founder

The acquisition also extends Tracksuit’s push after a 2025 Series B that raised $US25 million, about $38 million, for expansion. For Australia’s startup sector, the deal is a small but concrete signal: local software companies are beginning to buy specialist AI products when they fit the next version of the platform.