Tracksuit acquires Hall, adds AI chatbot tracking to brand platform
Auckland-based brand-tracking platform Tracksuit acquired Sydney AI monitoring startup Hall for an undisclosed sum. The deal combines Tracksuit's consumer survey platform with Hall's AI chatbot tracking technology.
Hall monitors how brands appear in responses from ChatGPT, Claude, Gemini, and other large language models. The technology tracks brand mentions, sentiment, and competitor positioning in AI-generated content, a category traditional brand-tracking tools miss.
Tracksuit CEO Connor Archbold called it a "natural evolution" as consumers increasingly use chatbots for purchase research. Hall founder Kai Forsyth joins as product lead for AI visibility.
What this means for sales teams
The acquisition signals a new category in sales intelligence: AI visibility tracking. As prospects research vendors through ChatGPT instead of Google, understanding how your brand appears in AI responses becomes pipeline-relevant.
Tracksuit's existing clients include Eucalyptus, WelleCo, and Zimmermann. The company closed a $20.5 million Series A in 2024 (co-led by Altos Ventures and Footwork) and reported $15.4 million in revenue by 2025.
The platform competes with traditional brand-tracking agencies and emerging AI-powered sentiment tools. Adding Hall's technology positions Tracksuit as an early mover in AI brand monitoring, a space likely to attract more players as AI search adoption grows.
Market context
Tracksuit launched in 2021 to make brand tracking affordable for smaller firms. The company runs continuous consumer surveys and presents findings through dashboards measuring awareness, sentiment, and competitor benchmarking.
The Hall acquisition follows broader market interest in AI monitoring tools. As chatbots replace traditional search for product research, brands need visibility into how AI systems represent them. This matters for enterprise sales teams whose prospects increasingly use AI tools for vendor evaluation.
Tracksuit operates from Auckland with expansion into US and UK markets. The company has raised approximately $29.6 million NZD total funding from Blackbird, Icehouse Ventures, Shasta Ventures, and others.