As digital advertisers grapple with Google’s search dominance being reshaped by ChatGPT and its peers, former Atlassian and Dovetail designer Kai Forsyth spies an opportunity.
His startup Hall is emerging out of stealth, backed by $2 million in pre-seed funding from Blackbird, with aims of capitalising on the challenge AI chatbots are presenting to Google.
“Anyone that relies on organic traffic from Google as a channel is seeing that go down,” Forsyth said. “The shift from Google to conversational AI systems has a lot of impact for a lot of companies… the opportunity is massive.”
Just like SEO systems provide analytics on how keywords perform in Google Search and in what context they appear, Hall’s platform shows how sites, products and services are surfaced within ChatGPT, Claude, Gemini and other AI chatbots. It is part of the burgeoning field of AISO — AI Search Optimisation.