AI Search RFP template

Write a brief vendors can answer on equal terms.

Define the buyer questions, evidence, ownership and safeguards once. Then ask every AI Search vendor for the same response, proof and commercial breakdown.

Copy-ready. Scope-adjustable. Held in this tab while you edit.

Build the brief

A Schmitdy dolphin checks a harbour instrument panel before comparing proposals

Comparable proposals begin with one clear measurement frame.

Choose the proportionate route

Do you need an RFI, a paid diagnostic or an RFP?

Use the lightest process that can resolve the decision. A formal tender is useful when scope, stakeholders and evaluation criteria are stable. It adds noise when the buyer still needs to define the problem.

Use when the market is unclear

Request for information

Ask a short list of suppliers to explain operating models, available evidence, indicative costs and constraints. Use the answers to shape a later brief. Do not score an RFI as if it were a final bid.

Use when your baseline is unclear

Paid diagnostic

Commission a bounded discovery phase with defined outputs, access limits and reuse rights. Keep the diagnostic separate from any promise to award the delivery contract.

Use when you can compare like with like

Request for proposal

Issue the same scope, response format, evidence requirements, timetable and scoring method to every bidder. Allow vendors to challenge assumptions before the response deadline.

Your working brief

Complete the buyer fields, then copy or download the RFP.

Fields start blank. Guidance sits outside the answer area so the exported brief remains yours. Share only information your organisation is authorised to disclose.

Instructions for every bidder

Answer every requirement in the supplied order. Mark items as included, optional, dependent on the buyer, unavailable or not offered.
Label observed facts, buyer-supplied facts, assumptions, forecast scenarios and unavailable sources separately.
State which outcomes your team controls and which remain controlled by AI engines, publishers, communities or the buyer.
Support case-study figures with the measurement period, denominator, source, method and material method changes. An anonymised case must still provide enough detail to assess comparability.
List all subcontractors, subprocessors, third-party platforms and buyer-side dependencies relevant to the proposed scope.
Use the response matrix without rewriting the criteria. Put qualifications, exclusions and alternatives in the risk or dependency column.

1. Decision and business context

Define the decision before asking vendors to design the programme.

Organisation and business modelDescribe the organisation, offer, audience and buying journey.Decision or problem to resolveState why the organisation is considering AI Search work now.Business outcomesName the commercial or operational outcomes. Keep rankings, citations and traffic as observations unless they are the actual goal.Stakeholders and decision ownerName the sponsor, evaluator, website owner, content approver, security reviewer and commercial owner.

2. Scope, markets and buyer questions

Make the measurement universe explicit before a vendor estimates effort.

Buyer-question portfolioProvide or request a versioned set of category, problem, comparison and purchase questions. Keep branded recall separate from open discovery.AI engines and interfacesList the systems to observe and whether web search, logged-in state, model version or interface must be recorded when available.Markets, countries and languagesSpecify each market and language as a separate measurement cohort. Note required native-language review.In-scope and out-of-scope workDefine business units, sites, subdomains, products, locations, channels and activities included or excluded.

3. Baseline and evidence

Require an inspectable starting point, including failed and unavailable observations.

Available source systemsList analytics, Search Console, CRM, booking, call, sales, support, visibility platform and website sources that can be read.Unavailable or restricted sourcesRecord missing access and limits. Unavailable must not be converted to zero.Baseline method and minimum usable coverageDefine valid answers, repeated runs, sampling dates, cohorts, missing-run treatment and the threshold for a usable comparison.Evidence retained for auditSpecify raw answers, source URLs, timestamps, screenshots, exports, change logs and calculation files the buyer can inspect.

4. Delivery ownership and implementation

Separate monitoring, judgement, production, approval, publication and verification.

Responsibility mapAssign who selects work, researches, drafts, reviews, approves, implements, reads back and reports.Website and technical workCover crawl access, content structure, internal links, structured data, entity facts, CMS changes, accessibility and release verification.Off-site source workDefine editorial, reference, review, community and creator activity, including disclosure and platform-rule responsibilities.Change control and rollbackState approval gates, environments, release authority, rollback evidence and how urgent corrections are handled.

5. Measurement definitions and reporting

Give every rate a numerator, denominator, cohort and date range.

Metric definitionsDefine naming visibility, share of voice, position, website citations, source use, sentiment, accuracy, identifiable visits and qualified outcomes as applicable.Sampling and reporting cadenceSpecify run frequency, completed reporting periods, per-engine breakdowns and re-baselining triggers.Method-change logRequire dates, reasons and effects for changes to questions, engines, markets, languages, settings, classifiers or calculations.Commercial attribution and limitsKeep visibility, referral evidence, self-reported discovery, assisted influence, qualification and revenue separate. State where causation cannot be established.

6. Data access, privacy and security

Match access to the work and require a clear data flow.

Access matrixList each system, data owner, read or write level, approved users, authentication method, review date and revocation process.Data flow, retention and deletionDescribe what is collected, where it is processed, storage locations, international transfers, controller or processor roles, retention periods, deletion evidence and export paths.Security requirementsAsk for relevant controls, incident handling, business continuity, vulnerability management and independent evidence. Do not require certifications the buyer has not justified.Use of AI systems and buyer dataState whether buyer data enters model training, which providers receive it, human review boundaries and rules for confidential or personal information.Confidentiality and data-protection termsDefine tender confidentiality, permitted disclosure, data-protection agreement needs, breach duties and return or deletion of confidential material.

7. Governance, team and approvals

Make dependencies visible enough to price and operate.

Proposed team and continuityRequest named roles, seniority, time allocation, location, substitution rules and escalation ownership.Buyer approval service levelsState who approves facts, brand, legal, security, publication, outreach and community activity, plus expected response times.Working rhythm and reporting outputsDefine channels, meeting needs, status states, decision logs, report formats, exports and recipient groups.Conflicts and independenceRequest disclosure of commercial relationships, reseller arrangements, affiliate incentives and category conflicts relevant to advice or measurement.

8. Commercial response and exit

Compare the whole operating model, not one headline fee.

Pricing schedule and payment termsRequest setup, licence, service, usage, third-party, travel and optional costs, billing basis and cadence, milestones, due dates, minimum commitments, expenses, currency, tax, quote validity, discounts and price-change rules.Commercial assumptions and dependenciesList buyer inputs, access, staffing, content volume, response times and third-party costs behind the quote.Term, renewal and terminationState initial term, renewal, notice, pause rights, termination assistance and treatment of prepaid or outcome-linked fees.Intellectual property, licences and third-party rightsDistinguish buyer deliverables from vendor background IP. Cover reuse, modification and publication rights, third-party assets, data and code, AI-generated material, training reuse, transferability and infringement responsibility. Obtain legal review where needed.Exit and handover conditionsRequire account control, credentials, source files, question history, evidence, exports, open-work status, deletion proof and a final measurement window.

9. Procurement process

Tell bidders how the decision will be run.

Timetable and clarification processSet dates for questions, shared answers, response, presentation, decision and intended start.Submission format and page limitsSpecify file types, naming, response matrix rules, contacts and whether alternatives are allowed.Evaluation methodState pass or fail requirements, weighted criteria, scoring scale, moderation process and treatment of price.Scoring anchors and evidence confidencePublish what each score means, how evidence quality affects confidence, how not-applicable criteria are normalized, who records rationale and how moderated scores are agreed.Due diligence and referencesDefine the evidence, reference calls, security review, financial checks or sample exercise required before award.

Comparable vendor response matrix

Set weights before opening proposals and make them total 100%. Score evidence against the published criteria. A polished case study without a source, denominator and method should not receive the same confidence as inspectable proof.

Weight total: 0%

Criterion	Weight %	Vendor response	Evidence supplied	Dependencies or risks
Understanding of the decision and scopeRestated outcomes, challenged assumptions and clear exclusions	Understanding of the decision and scope: Weight %. Set before proposals are opened	Understanding of the decision and scope: Vendor response. Completed by vendor	Understanding of the decision and scope: Evidence supplied. Links, files, dates and source details	Understanding of the decision and scope: Dependencies or risks. Exclusions, buyer dependencies and alternatives
Measurement method and evidence qualityPrompt-level records, definitions, valid counts, missing data and method-change handling	Measurement method and evidence quality: Weight %. Set before proposals are opened	Measurement method and evidence quality: Vendor response. Completed by vendor	Measurement method and evidence quality: Evidence supplied. Links, files, dates and source details	Measurement method and evidence quality: Dependencies or risks. Exclusions, buyer dependencies and alternatives
Delivery ownership and implementationNamed owners, sample artefacts, approval states, production proof and rollback approach	Delivery ownership and implementation: Weight %. Set before proposals are opened	Delivery ownership and implementation: Vendor response. Completed by vendor	Delivery ownership and implementation: Evidence supplied. Links, files, dates and source details	Delivery ownership and implementation: Dependencies or risks. Exclusions, buyer dependencies and alternatives
Website, content and source capabilityRelevant work samples with facts, source trail and final-destination verification	Website, content and source capability: Weight %. Set before proposals are opened	Website, content and source capability: Vendor response. Completed by vendor	Website, content and source capability: Evidence supplied. Links, files, dates and source details	Website, content and source capability: Dependencies or risks. Exclusions, buyer dependencies and alternatives
Data protection, security and access controlData flow, access matrix, retention, incident process and proportionate assurance	Data protection, security and access control: Weight %. Set before proposals are opened	Data protection, security and access control: Vendor response. Completed by vendor	Data protection, security and access control: Evidence supplied. Links, files, dates and source details	Data protection, security and access control: Dependencies or risks. Exclusions, buyer dependencies and alternatives
Team, governance and continuityNamed roles, allocation, escalation, subcontracting and substitution terms	Team, governance and continuity: Weight %. Set before proposals are opened	Team, governance and continuity: Vendor response. Completed by vendor	Team, governance and continuity: Evidence supplied. Links, files, dates and source details	Team, governance and continuity: Dependencies or risks. Exclusions, buyer dependencies and alternatives
Commercial clarity and total costComplete price schedule, usage assumptions, optional costs and change control	Commercial clarity and total cost: Weight %. Set before proposals are opened	Commercial clarity and total cost: Vendor response. Completed by vendor	Commercial clarity and total cost: Evidence supplied. Links, files, dates and source details	Commercial clarity and total cost: Dependencies or risks. Exclusions, buyer dependencies and alternatives
Ownership, portability and exitExport examples, account ownership, deletion proof and handover plan	Ownership, portability and exit: Weight %. Set before proposals are opened	Ownership, portability and exit: Vendor response. Completed by vendor	Ownership, portability and exit: Evidence supplied. Links, files, dates and source details	Ownership, portability and exit: Dependencies or risks. Exclusions, buyer dependencies and alternatives

# AI Search request for proposal

## Instructions for every bidder

- Answer every requirement in the supplied order. Mark items as
included, optional, dependent on the buyer, unavailable or not
offered.
- Label observed facts, buyer-supplied facts, assumptions, forecast
scenarios and unavailable sources separately.
- State which outcomes your team controls and which remain
controlled by AI engines, publishers, communities or the buyer.
- Support case-study figures with the measurement period,
denominator, source, method and material method changes. An
anonymised case must still provide enough detail to assess
comparability.
- List all subcontractors, subprocessors, third-party platforms and
buyer-side dependencies relevant to the proposed scope.
- Use the response matrix without rewriting the criteria. Put
qualifications, exclusions and alternatives in the risk or
dependency column.

## 1. Decision and business context

Define the decision before asking vendors to design the programme.

### Organisation and business model

[Buyer to complete]

### Decision or problem to resolve

[Buyer to complete]

### Business outcomes


[Buyer to complete]

### Stakeholders and decision owner

[Buyer to complete]


## 2. Scope, markets and buyer questions

Make the measurement universe explicit before a vendor estimates
effort.

### Buyer-question portfolio

[Buyer to complete]

### AI engines and interfaces

[Buyer to complete]

### Markets, countries and languages

[Buyer to complete]

### In-scope and out-of-scope work

[Buyer to complete]


## 3. Baseline and evidence

Require an inspectable starting point, including failed and
unavailable observations.


### Available source systems

[Buyer to complete]

### Unavailable or restricted sources

[Buyer to complete]

### Baseline method and minimum usable coverage

[Buyer to complete]

### Evidence retained for audit

[Buyer to complete]


## 4. Delivery ownership and implementation

Separate monitoring, judgement, production, approval, publication
and verification.

### Responsibility map

[Buyer to complete]

### Website and technical work

[Buyer to complete]

### Off-site source work

[Buyer to complete]


### Change control and rollback

[Buyer to complete]


## 5. Measurement definitions and reporting

Give every rate a numerator, denominator, cohort and date range.

### Metric definitions

[Buyer to complete]

### Sampling and reporting cadence

[Buyer to complete]

### Method-change log

[Buyer to complete]

### Commercial attribution and limits

[Buyer to complete]


## 6. Data access, privacy and security

Match access to the work and require a clear data flow.

### Access matrix

[Buyer to complete]


### Data flow, retention and deletion

[Buyer to complete]

### Security requirements

[Buyer to complete]

### Use of AI systems and buyer data

[Buyer to complete]

### Confidentiality and data-protection terms

[Buyer to complete]


## 7. Governance, team and approvals

Make dependencies visible enough to price and operate.

### Proposed team and continuity

[Buyer to complete]

### Buyer approval service levels

[Buyer to complete]

### Working rhythm and reporting outputs

[Buyer to complete]

### Conflicts and independence

[Buyer to complete]


## 8. Commercial response and exit

Compare the whole operating model, not one headline fee.

### Pricing schedule and payment terms

[Buyer to complete]

### Commercial assumptions and dependencies

[Buyer to complete]

### Term, renewal and termination

[Buyer to complete]

### Intellectual property, licences and third-party rights

[Buyer to complete]

### Exit and handover conditions

[Buyer to complete]


## 9. Procurement process

Tell bidders how the decision will be run.

### Timetable and clarification process

[Buyer to complete]

### Submission format and page limits

[Buyer to complete]

### Evaluation method

[Buyer to complete]

### Scoring anchors and evidence confidence

[Buyer to complete]

### Due diligence and references

[Buyer to complete]


## Comparable vendor response matrix

Set weights before opening proposals and make them total 100%. Score
evidence against the published criteria. A polished case study
without a source, denominator and method should not receive the same
confidence as inspectable proof.

### Understanding of the decision and scope

**Evidence requested:** Restated outcomes, challenged assumptions
and clear exclusions

**Weight %:** [Buyer to complete]


**Vendor response:**

[Buyer to complete]

**Evidence supplied:**

[Buyer to complete]

**Dependencies or risks:**

[Buyer to complete]

### Measurement method and evidence quality

**Evidence requested:** Prompt-level records, definitions, valid
counts, missing data and method-change handling

**Weight %:** [Buyer to complete]

**Vendor response:**

[Buyer to complete]

**Evidence supplied:**

[Buyer to complete]

**Dependencies or risks:**

[Buyer to complete]

### Delivery ownership and implementation

**Evidence requested:** Named owners, sample artefacts, approval
states, production proof and rollback approach

**Weight %:** [Buyer to complete]

**Vendor response:**

[Buyer to complete]

**Evidence supplied:**

[Buyer to complete]

**Dependencies or risks:**

[Buyer to complete]

### Website, content and source capability

**Evidence requested:** Relevant work samples with facts, source
trail and final-destination verification

**Weight %:** [Buyer to complete]

**Vendor response:**

[Buyer to complete]

**Evidence supplied:**

[Buyer to complete]

**Dependencies or risks:**

[Buyer to complete]

### Data protection, security and access control

**Evidence requested:** Data flow, access matrix, retention,
incident process and proportionate assurance

**Weight %:** [Buyer to complete]

**Vendor response:**

[Buyer to complete]

**Evidence supplied:**

[Buyer to complete]

**Dependencies or risks:**

[Buyer to complete]

### Team, governance and continuity

**Evidence requested:** Named roles, allocation, escalation,
subcontracting and substitution terms

**Weight %:** [Buyer to complete]

**Vendor response:**

[Buyer to complete]

**Evidence supplied:**

[Buyer to complete]

**Dependencies or risks:**

[Buyer to complete]

### Commercial clarity and total cost

**Evidence requested:** Complete price schedule, usage assumptions,
optional costs and change control

**Weight %:** [Buyer to complete]

**Vendor response:**

[Buyer to complete]

**Evidence supplied:**

[Buyer to complete]

**Dependencies or risks:**

[Buyer to complete]

### Ownership, portability and exit

**Evidence requested:** Export examples, account ownership, deletion
proof and handover plan

**Weight %:** [Buyer to complete]

**Vendor response:**

[Buyer to complete]

**Evidence supplied:**

[Buyer to complete]

**Dependencies or risks:**

[Buyer to complete]

Reference points

What informed the structure?

The template adapts general procurement and supplier-risk principles to AI Search. Check your organisation's policy and obtain legal or security advice where needed.

UK Government evaluation criteriaPublished scoring criteria and evidence-based assessment.NIST supplier due diligence guideSupplier provenance, resilience and foundational cyber practices.AI Search procurement guideOperating-model, ownership and evidence questions.AI Search measurement methodDefinitions, missing data, sampling and attribution limits.

Need evidence before you issue the brief?

Use a focused audit to establish the buyer questions and visible gaps, or review a managed delivery model if the scope is already clear.

Request a free AI Search audit Review Managed AI Search

FAQ

Questions before issuing the RFP

Does every AI Search purchase need an RFP?

No. Use an RFI when the available suppliers or operating model are unclear. Use a paid diagnostic when the baseline and scope need specialist discovery. Use an RFP when the buyer can publish stable requirements and compare responses fairly.

Should a vendor guarantee a recommendation from ChatGPT or another engine?

No supplier controls an AI engine's answers. Contract for controllable research, delivery, verification and reporting. Treat rankings, citations, recommendations, traffic and revenue as observations with stated dependencies.

How should case-study figures be assessed?

Ask for the period, cohort, denominator, source, calculation, intervention date and material method changes. If confidentiality limits detail, the vendor should still explain why the case is comparable and what cannot be verified.

Does this page store completed RFP information?

Schmitdy does not receive or store the field contents. While editing, entries are held in the current tab. Copy, download and print pass them to your browser or operating system, whose clipboard, file and print policies may apply.