Linktree adds expert leadership to embrace potential of AI

Australian digital outreach platform Linktree is leaning into artificial intelligence, hiring two machine learning experts with backgrounds in audio to help users turn their fans into a reliable revenue stream.

Linktree on Friday revealed Martin Gould and Johnny Hunter have joined its ranks, after founding a sound-identification tool that was later acquired by streaming giant Spotify.

The UK-based entrepeneurs launched Sonalytic in 2016, offering businesses a tool capable of identifying the source of sound fragments — and potential copyright infringements in derivative audio clips.

Spotify acquired the startup in 2017, saying the tool would help the streamer provide better recommendations and personalisation options to its users.

After Gould and Hunter stepped away from Spotify in late 2021, they developed This One, a movie-recommendation tool supposedly capable of finding the perfect movie within two minutes.

Gould and Hunter have also worked on Gro, described as an AI-powered partner for direct-to-consumer e-commerce brands.

At Linktree, they will join as senior director, personalisation, and principal data scientist, respectively.

In a statement, Linktree said the duo will combine their data analysis and data know-how to Linktree’s own e-commerce tools.

Linktree introduced its Store link system in late 2023, offering what it calls a streamlined system to help social media users list, manage, and merchandise their products and affiliate links.

The Store link system is designed to minimise the steps between a social user spotting a product on an influencer’s page and the checkout screen, Linktree says.

Gould and Hunter will be “focused on looking at how Linktree can super serve our Linkers, through an advanced marketplace for brands and creators looking to join efforts to expand their reach,” a spokesperson said.

In addition to those two hires, Jiaona Zhang has joined Linktree as chief product officer, after serving as senior vice president at US website creation service Webflow.

The new hires arrive as global tech leaders embrace the significant potential of AI, while battling against economic conditions that have resulted in workforce downsizing.

Linktree undertook layoffs in August 2022 and June 2023, with Linktree CEO Alex Zaccaria describing the latter headcount reduction as a chance to focus on growth in the US.

SmartCompany has contacted Linktree for comment.