We’ve acquired Hall to bring LLM brand health into brand tracking

We're building the next era of brand tracking to provide marketers with a holistic understanding of brand health from every signal that shapes it.

AI is the first new signal we're bringing in. To do so, we’ve acquired Hall, a Sydney-based startup that's been measuring how brands show up inside AI models for the last 3 years.

We’re thrilled to have the whole Hall team join us, including founder Kai Forsyth who now leads the LLM brand health work inside Tracksuit. The team have brought so much energy and expertise to this space, and they share our vision to build the future of brand tracking.

Why this, and why now? 👇

Brand matters more now than ever

Brand marketers have a new audience: the AI platforms customers are using to make purchase decisions. And the brands that win there are the ones people already know and trust.

The great news is that the long-term brand work marketers are already doing (being known, being trusted, being talked about) is what earns a brand's place in what AI recommends.

But we've heard a growing worry from marketers that there is no good way to understand brand health in AI, particularly whether the models describe their brand in a way that matches how humans perceive it.

The next gen of brand tracking, built for marketers

The tools for tracking how a brand shows up in AI models have been built for SEO teams, not marketers. So we’re evolving Tracksuit to give marketers one view of category and brand health across both human and AI audiences. 

Because Tracksuit already knows what real people think of a brand, we can ask the models the questions that actually matter in the category. Marketers will be able to easily see where AI's version of their brand matches the human one, and where it's drifted.

It'll be simple, accessible and grounded in marketing science. That means measuring every brand the same way, as we do for nearly 20,000 brands today, so the read isn't a one-off query but something consistent, comparable and credible, showing marketers exactly where they stand.