Credit: Peter Burdon via Unsplash
Brand tracking platform Tracksuit has acquired Sydney-based startup Hall, which measures how brands appear inside AI platforms.
Commercial details haven't been revealed.
Hall's full team, including founder Kai Forsyth, has joined Tracksuit. Forsyth will lead product direction for AI visibility.
Forsyth said building Hall had shown that short-term tactics could spike a brand's AI visibility, but what actually moved the needle was brand-building work that made people already know and trust the brand.
"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," he said.
Connor Archbold, CEO and co-founder of Tracksuit, said brand had always lived in people's minds and increasingly also lived inside AI.
"Acquiring Hall allows us to combine human perception with AI visibility, giving marketers a more complete understanding of their brand," he said.
The completed executive leadership team includes Tom Mansfield as CMO, Dan Fleming as COO, Anne Dröge as chief product officer, Cara Fonseca-Ensor as CTO, Hamish Mathieson as chief revenue officer and Samantha Gadd as chief people officer.
AI visibility will begin rolling out to Tracksuit customers later this year.
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