Brand tracking startup Tracksuit has acquired Hall, a Sydney based startup that measures how brands appear in responses from AI assistants, the company announced on Monday. Terms of the acquisition weren’t disclosed.
The deal adds AI-monitoring capability to Tracksuit’s existing business of surveying consumer sentiment for brands including Unilever and Pfizer.
Marketers are growing increasingly concerned about how their products are described–or omitted–by AI assistants like OpenAI’s ChatGPT and Google’s Gemini. “Brands are particularly worried about their brand being authentic for both humans and the LLMs” said Connor Archbold, Tracksuit’s CEO, further describing the resulting product as one built to show marketers “how your brand is perceived relative to and connected to what human sentiment is.”
The new product will track visibility across ChatGPT, and Google’s AI Mode–these platforms command the most users today, Archbold said.
Archbold declined to specify the purchase price or say whether the transaction was funded with cash, stock, or combination.
Hall’s four-person team will join Tracksuit, including founder Kai Forsyth, who will become the company’s principal product manager and will lead production direction for AI-visibility, Archbold said.
Founded in 2021, Tracksuit sells a subscription dashboard that tracks brand awareness and purchase intent across nearly 20,000 brands in 25 markets. This acquisition comes on the heels of its $25 million Series B raised in 2025, ADWEEK previously reported. Archbold said the company has no plans to raise capital in the near term.
Hall, founded in 2023, built tools to measure how brands surface across AI assistants–part of a wave of startups, including Profound and Bluefish, pitching so-called answer-engine optimization tools to marketers as search traffic shifts from Google to AI assistants.
