Tracksuit acquires Hall to expand AI brand tracking, Tom Mansfield joins as CMO

Tracksuit has acquired Sydney startup Hall as it expands its brand tracking platform to include how brands are represented across AI platforms such as ChatGPT and Gemini.

The acquisition will see Hall's AI visibility technology integrated into Tracksuit's existing product, allowing marketers to measure how their brands appear in AI-generated responses, compare visibility against competitors and track changes over time.

Hall founder Kai Forsyth has joined Tracksuit, taking on the role of principal product manager for AI visibility.

"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," Forsyth said.

Tracksuit CEO and co-founder Connor Archbold said AI was creating new ways for consumers to discover brands, making visibility within those platforms increasingly important for marketers.

"Brand has always lived in people's minds. Increasingly, it also lives inside AI," Archbold said.

"The way great brands are built hasn't changed, but the places they're experienced have. Our job is to help marketers understand both."

The company said AI visibility will begin rolling out to customers later this year.

Alongside the acquisition, Tracksuit confirmed the appointment of Tom Mansfield as chief marketing officer, completing its executive leadership team.

Mansfield joins from Hatch and has previously held leadership roles at Dovetail and Visa.

Hall raised A$2 million from Blackbird Ventures last year to develop technology that helps businesses understand how they appear across AI-powered search and recommendation platforms. Both Hall and Tracksuit are backed by Blackbird.