Winning in AI Search: What Marketers Need to Know Now
AI-driven search is no longer a future trend—it’s already reshaping how brands are discovered, evaluated, and ultimately chosen. In this session, Winning in AI Search, NextBigWin partnered with Crossfill and Tap In Digital, alongside Michele Hsu (VP of Marketing at Cerebro Capital), to break down what’s changing—and what marketers need to do about it. View the full presentation deck The Shift: From Rankings to Recommendations One of the biggest takeaways is simple but important: AI doesn’t rank. It selects. Traditional SEO focused on rankings, clicks, and traffic. But AI-generated answers skip that entire process. Instead of showing a list of links, platforms like ChatGPT and Google AI Overviews recommend a small set of brands directly. In many cases, 60–80% of recommendations are concentrated among just three brands. If you’re not included, you’re not just lower—you’re invisible. The New Problem: Invisible Demand AI is creating a layer of demand that most companies can’t see. No impression No click No attribution As highlighted in the session, a user can discover your brand through AI, then visit directly, while your analytics show “Direct” traffic and give AI zero credit. This creates what Tap In Digital calls a “dark demand layer” —influence that exists but isn’t measured. What to Measure Instead The session introduced a new set of metrics that matter in AI-driven discovery: Brand share of voice in AI answers Citation frequency Prompt coverage (where you show up vs. don’t) Competitive inclusion gaps These signals determine whether your brand is even part of the consideration set. From Visibility to Revenue This is where the partnership between Crossfill and Tap In Digital becomes powerful: Crossfill helps companies measure and improve AI visibility by tracking how often brands appear in AI-generated answers and recommendations. Tap In Digital helps connect that visibility to revenue, bringing AI signals into attribution models and media mix frameworks to quantify real business impact. Together, they close the gap between: “Are we showing up?” and “Is this driving growth?” Partner Offers To help teams get started: Crossfill is offering a Free AI Visibility Audit For agencies: 1–2 client accounts For brands: benchmarked vs. top 3 competitors Contact: sales@crossfill.com Tap In Digital is offering an AI Revenue Mapping Sprint Connect AI visibility signals to downstream revenue First 10 attendees receive 50% off Contact: kirk@tapindigital.com The Bottom Line You are already losing share in AI-driven discovery. You just can’t see it yet. The brands that start measuring—and acting—now will be the ones that win.
Northern Virginia Transportation Commission Needs Marketing Agency for Region-Wide Transit Campaign
At a Glance Buyer: Northern Virginia Transportation Commission Industry: Public transportation Location/markets: Northern Virginia region; campaign targets riders traveling across Arlington, Fairfax, Loudoun, Washington, D.C., and Maryland Primary scope: Region-wide digital and social media marketing campaign to encourage riders to return to public transit after Metro construction disruptions Key deliverables/channels: Campaign strategy, creative development, campaign execut… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
South Carolina Department of Veterans’ Affairs Advertising Campaign Targeting Military Bases Nationwide
At a Glance Buyer: South Carolina Department of Veterans’ Affairs Industry: Government/Veterans’ Services/Workforce Transition Location/markets: South Carolina; military installations nationwide, with required presence in South Carolina, North Carolina, and Georgia Primary scope: Digital marketing and advertising campaign for the SC Smart Start Virtual Transition Assistance Program Key deliverables/channels: OOH, on-base and near-base media, posters, digital screens, digital… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Valley Metro Creative and Media Account Calls for Full-Service Support
At a Glance Buyer: Valley Metro Industry: Public transportation Location/markets: Phoenix, Maricopa County, and broader Arizona markets Primary scope: As-needed marketing and advertising support services Key deliverables/channels: Marketing strategy, public relations, media planning and buying, multicultural outreach, creative, production, digital, social, interactive marketing, research, and reporting dashboards Budget: Not specified Contract type/term: As-needed services c… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Hawaii School Facilities Authority Opens Marketing Agency Search for Statewide Awareness Effort
At a Glance Buyer: Hawaii School Facilities Authority Industry: Public sector education facilities Location/markets: Hawaii statewide Primary scope: Marketing and communication services focused on communications, outreach, and public understanding Key deliverables/channels: Media relations; quarterly news releases, fact sheets, FAQs, and infographics; monthly e-newsletter via Constant Contact; website content and management; Instagram-led social media; video content; paid di… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
CUNY School of Professional Studies Seeks Digital Marketing Partner for Five-Year Enrollment Growth
At a Glance Buyer: The City University of New York (CUNY), on behalf of the School of Professional Studies Industry: Higher education Location/markets: New York City and surrounding metro area (NY, NJ, CT), with additional emphasis on regions where adult learners seek online degree options Primary scope: Digital marketing, enrollment marketing, and advertising services Key deliverables/channels: Annual strategic enrollment marketing plan; paid search; social media; display; retargeting; connected TV; creative assets; email; SMS; CRM workflows in Slate; live dashboard; market research; predictive modeling; training; monthly reporting Budget: Not specified Contract type/term: One contract anticipated; three-year term with two optional one-year renewals Key dates: Proposal deadline April 17, 2026, at 1:00 PM Eligibility/must-haves: At least three years of relevant experience; at least three similar projects; authorized to do business in New York State; MWBE/SDVOB utilization plan or waiver required; proposals submitted by email with wet-signature scans Why This Could Be Interesting CUNY is seeking a digital marketing and advertising partner for its School of Professional Studies, the unit focused on serving working adults, degree completers, transfer students, and other nontraditional learners. That alone makes this a meaningful higher-ed account with a clearly defined enrollment mission. The work goes well beyond campaign execution. The selected agency would help shape annual enrollment strategy, run multichannel paid media, develop creative, support program launches, improve lead nurturing in Slate, and maintain a live dashboard tied to performance and ROI. What stands out is the breadth and operational depth. Media buying sits inside the contract. So do CRM workflows, SMS, predictive modeling, training, and monthly optimization. This reads less like a narrow media assignment and more like a partner role tied directly to inquiry, application, and enrollment outcomes. Another notable signal: the contract starts at three years and can extend to five. The audience targeting is also specific, from adult learners in the NYC metro to online-focused prospects beyond it, which gives agencies a clearer acquisition brief than many public-sector opportunities. Best suited for agencies with higher-ed enrollment marketing experience, strong paid media and CRM capabilities, and comfort working across strategy, execution, reporting, and stakeholder coordination. Proposal deadline: April 17, 2026, at 1:00 PM Download the full RFP here.
