Brand tracking platform Tracksuit is expanding beyond traditional consumer perception metrics and into the emerging world of AI-driven brand discovery. The company announced the acquisition of Sydney-based startup Hall, which specializes in measuring how brands appear inside generative AI platforms, while also unveiling a fully assembled executive leadership team aimed at supporting its international expansion. Together, the moves signal a broader shift in marketing technology: as consumers increasingly rely on AI assistants to research products and brands, marketers are beginning to treat AI visibility as a measurable component of brand health.
Tracksuit, the brand tracking platform used by consumer brands to measure brand awareness, consideration and preference, has acquired Australian startup Hall in a move that brings AI visibility analytics directly into its brand measurement platform.
The acquisition reflects a growing concern across marketing and AI industries: brands can no longer assume that search engines, social media platforms and traditional advertising channels are the only places where perception is formed. Large language models (LLMs) and AI assistants are increasingly becoming recommendation engines, influencing how consumers discover products, compare companies and make purchasing decisions.
Hall’s technology is designed to measure how brands are represented inside AI systems. That includes whether a brand appears in AI-generated recommendations, how often it is surfaced compared with competitors, and whether those representations change over time.
By integrating Hall into its platform, Tracksuit plans to combine AI visibility metrics with its existing consumer brand tracking data, giving marketers a dual view of brand perception: how people think about a brand and how AI systems describe it.
That distinction could become increasingly important as generative AI adoption accelerates. AI tools such as Google Gemini, OpenAI’s ChatGPT, Microsoft’s Copilot and Amazon’s AI-powered shopping experiences are creating new discovery pathways that sit outside conventional search and advertising ecosystems. For marketers, visibility within these systems is becoming an emerging strategic concern.
AI visibility refers to how frequently and accurately a brand appears in responses generated by AI models. While search engine optimization has long focused on ranking in Google results, marketers are now experimenting with what many in the industry call generative engine optimization (GEO) — the practice of improving how brands are represented inside AI systems.
Tracksuit’s acquisition positions the company within that emerging category.
Hall founder Kai Forsyth, whose team is joining Tracksuit as part of the deal, will lead product direction for AI visibility. Forsyth said building Hall revealed that sustainable AI visibility is closely tied to broader brand strength rather than short-term optimization tactics.
That perspective aligns with a wider industry debate over whether AI optimization will evolve into a standalone discipline or remain an extension of brand-building and content strategy.
Connor Archbold, CEO and co-founder of Tracksuit, framed the acquisition as an extension of the company’s existing mission rather than a pivot. Brand, he argued, still lives primarily in consumers’ minds, but increasingly it also exists inside AI systems that summarize, recommend and rank businesses.
The acquisition gives Tracksuit an opportunity to differentiate itself in a crowded brand analytics market. Traditional brand tracking providers have historically relied on surveys, awareness studies and customer research panels. Meanwhile, enterprise marketing clouds from companies such as Salesforce, Adobe and Google have incorporated AI capabilities into analytics and customer intelligence products, but AI visibility tracking remains a relatively new category.
Tracksuit’s approach attempts to bridge those worlds by treating AI-generated brand perception as another measurable signal alongside human sentiment.
The timing may also be significant. According to McKinsey, generative AI could add trillions of dollars in annual economic value across industries, with marketing and sales among the functions expected to experience some of the largest impacts. At the same time, Gartner has predicted that traditional search traffic will face growing disruption as AI assistants become more prominent in information discovery. Together, those shifts are forcing marketing teams to rethink how they define brand presence and visibility.
For enterprise marketing teams, the practical question is not simply whether AI mentions a brand, but whether those recommendations align with how the company wants to be perceived. Misrepresentation, omission or competitor dominance inside AI responses could eventually influence customer acquisition in ways that are difficult to detect using conventional brand measurement tools.
Alongside the acquisition, Tracksuit also announced that it has completed its executive leadership team, adding or promoting leaders across product, technology, operations, revenue, marketing and people functions. The move comes as the company continues to expand in the United States, which it identifies as one of its largest growth opportunities.
The leadership additions suggest Tracksuit is preparing not only to launch new capabilities but also to compete globally in a rapidly evolving martech and AI analytics landscape.
As generative AI reshapes how consumers discover information, marketers are facing a new reality: brand perception may no longer be defined solely by what people say about a company, but also by what AI systems choose to say on their behalf.
Market Landscape
The acquisition places Tracksuit at the intersection of brand tracking, marketing analytics, and generative AI infrastructure. Traditional brand measurement platforms focus on awareness, consideration and sentiment through consumer surveys, while AI-native analytics startups are beginning to measure visibility across LLMs and AI assistants.
This emerging category has similarities to SEO but extends into what analysts increasingly describe as Generative Engine Optimization (GEO). As platforms such as Google Gemini, ChatGPT, Microsoft Copilot and AI-powered commerce assistants become discovery channels, enterprises may need to monitor both search rankings and AI recommendations.
According to McKinsey, generative AI could contribute between $2.6 trillion and $4.4 trillion in annual economic value, with marketing among the most heavily impacted business functions. Gartner has also warned that AI assistants could reduce traditional search volumes over time, potentially shifting how brands approach digital visibility. These trends create a market opportunity for platforms that can measure both human perception and AI representation.
Top Insights
- Tracksuit acquired Hall to add AI visibility tracking, allowing marketers to measure how brands appear inside generative AI systems alongside traditional consumer perception metrics.
- The deal highlights AI assistants as emerging brand discovery channels that could influence purchasing decisions similarly to search engines and social platforms.
- Enterprise marketing teams may soon need to monitor AI recommendations, omissions and misrepresentations as part of broader brand health strategies.
- Hall’s integration positions Tracksuit within the growing generative engine optimization and AI analytics ecosystem, an area attracting increased industry attention.
- Tracksuit also completed its executive leadership team, signaling preparation for global expansion and accelerated growth in the U.S. market.
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