Tracksuit has acquired Hall, a Sydney-based startup that measures how brands appear across artificial intelligence platforms. Financial terms of the transaction were not disclosed.
The acquisition will add AI visibility capabilities to Tracksuit’s existing brand tracking platform. Customers will be able to monitor how their brands are represented, recommended or omitted by AI services, compare their visibility with competitors and track changes over time.
Tracksuit provides consumer brands with ongoing data about awareness, perception and the effectiveness of brand-building activities. The company said the Hall acquisition will expand that view by measuring how brands are understood by both people and AI systems.
As consumers increasingly use AI platforms to research products and evaluate companies, marketers are seeking greater insight into the information those systems surface. A brand may be well known among consumers while still appearing inconsistently or inaccurately in AI-generated recommendations and responses.
Hall’s technology is designed to help marketers identify those gaps. Combining its AI visibility data with Tracksuit’s human brand insights is intended to provide a more complete picture of brand health across traditional and emerging discovery channels.
Hall’s full team has joined Tracksuit as part of the acquisition. Founder Kai Forsyth will serve as principal product manager and lead product direction for the company’s AI visibility capabilities.
Forsyth said Hall’s work showed that short-term tactics can temporarily increase a brand’s prominence in AI systems. However, he believes sustained visibility is more closely connected to the broader brand-building efforts that create awareness and trust among consumers.
Tracksuit plans to begin rolling out AI visibility features to customers during 2026. The company said the addition supports its broader goal of creating a dynamic, multi-source platform for measuring how brands are perceived and discovered.
The acquisition comes as Tracksuit expands in the United States, which the company considers one of its key growth markets. Tracksuit is increasing both its local customer base and its U.S. workforce as part of its wider international strategy.
Tracksuit has also completed the executive leadership team that will support its next phase of global growth. The team was assembled over the past six months through a combination of external appointments and internal promotions.
Alongside CEO and co-founder Connor Archbold, the leadership team includes Tom Mansfield as chief marketing officer, Dan Fleming as chief operating officer and Anne Dröge as chief product officer. Cara Fonseca-Ensor serves as chief technology officer, Hamish Mathieson as chief revenue officer and Samantha Gadd as chief people officer.
The expanded leadership structure will support product development, global operations and continued growth in the United States. Tracksuit believes stronger executive coverage will help the company scale its platform while maintaining an accessible approach to brand measurement.
Founded in 2021, Tracksuit serves more than 1,000 consumer brands across 25 markets. Its operations cover the United States, Canada, the United Kingdom, Europe, Australia and New Zealand.
KEY QUOTES:
“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. Doing that inside a platform that already has human data on tens of thousands of brands gives marketers a more accurate read on where their brand actually stands and where it’s headed.”
Kai Forsyth, Founder of Hall and Principal Product Manager at Tracksuit
“Brand has always lived in people’s minds. Increasingly, it also lives inside AI. The way great brands are built hasn’t changed, but the places they’re experienced have. Our job is to help marketers understand both.”
“Acquiring Hall allows us to combine human perception with AI visibility, giving marketers a more complete understanding of their brand. Together with our new executive leadership team, we’re building the company that is defining the next generation of brand tracking.”
Connor Archbold, CEO and Co-Founder of Tracksuit
“In an AI-enabled world, brand has become one of the last remaining defensible assets for marketers. Tracksuit’s north star is to bring brand data into every boardroom with the world’s most accessible and marketer-friendly brand tracker.”
“I’m excited to help take that story to more marketers around the world, strengthen our category leadership, and build the global brand that matches the ambition of the business.”
Tom Mansfield, Chief Marketing Officer of Tracksuit
