Tracksuit, a brand tracking software company, acquired Hall, a Sydney startup that measures how brands appear inside AI platforms such as ChatGPT and Gemini. The deal was announced on 21 July 2026, and Tracksuit said Hall's full team had joined the company.
Terms were not disclosed. Hall's founder, Kai Forsyth, became principal product manager at Tracksuit and will lead product direction for a new AI visibility feature. Tracksuit said the feature would begin rolling out to its customers later in 2026, with a waitlist for brands.
Tracksuit announced the acquisition together with the completion of its executive team, including a new chief marketing officer, Tom Mansfield.
What Hall built
Hall was founded in 2023 by Kai Forsyth, who previously worked as a designer at Atlassian and Dovetail. Its software tracks how often a brand is mentioned when people ask AI assistants questions, in what context and with what sentiment, and which of those answers send traffic back to the brand.
The practice is often called generative engine optimisation, a counterpart to search engine optimisation for answers produced by large language models. Hall pitched its product to marketing teams that want to understand, and improve, the chance that their brand is cited in an AI-generated response. It monitored visibility across large numbers of AI queries and turned the results into reports.
When it raised money in 2025, Hall said it planned to expand the number of AI queries it tracked and to improve its reporting and analytics, so marketing teams could follow changes in their visibility over time rather than in single snapshots.
“Brand has always lived in people's minds. Increasingly, it also lives inside AI,”
Why Tracksuit is buying
Tracksuit, founded in 2021, sells a subscription brand tracker that measures awareness and consideration through regular consumer surveys. It says more than 1,000 consumer brands use the product across 25 markets, including the United States, Canada, the United Kingdom, Europe, Australia and New Zealand.
The company said the deal would add AI visibility to its existing brand tracking, showing customers how their brand appears in AI platforms, how that compares with competitors and how it changes over time. Forsyth said that building Hall had shown that short-term tactics could lift a brand's AI visibility temporarily, but that lasting gains came from brand-building, and that pairing the two data sets in a platform with human survey data on tens of thousands of brands would give marketers a more accurate picture.
Connor Archbold, Tracksuit's chief executive and co-founder, described the deal as a way to combine human perception data with AI visibility in one product.
Mansfield, the new marketing chief, said brand had become one of the last defensible assets for marketers in a world shaped by AI, and that Tracksuit's goal was to bring brand data into every boardroom.
The funding
Hall raised A$2 million (about US$1.3 million) in a pre-seed round from Blackbird Ventures, which was announced in mid-2025. The company said at the time that it would use the money to grow its engineering team, track more AI queries and improve its reporting. No other funding rounds were reported.
Blackbird is also an investor in Tracksuit, according to Marketing-Interactive. Neither company disclosed Hall's headcount or revenue, or how much Tracksuit paid.
Tracksuit's new leadership team
Alongside the deal, Tracksuit said it had built out its executive team over the previous six months through hires and internal promotions. Archbold leads the company as chief executive. Tom Mansfield joined as chief marketing officer from Hatch, after earlier roles at Dovetail and Visa. Dan Fleming is chief operating officer, Anne Dröge chief product officer, Cara Fonseca-Ensor chief technology officer, Hamish Mathieson chief revenue officer and Samantha Gadd chief people officer.
The acquisition is part of a wider move by marketing software companies to measure brand presence in AI assistants, as more consumers use chatbots to research products before they buy.
