Commercial Solutions Opening (CSO) for 338 Enterprise Sourcing Squadron (ESS) Human Capital
Overview
Buyer
Place of Performance
NAICS
PSC
Set Aside
Original Source
Timeline
Qualification Details
Fit reasons
- NAICS alignment with historical contract wins in similar service areas.
- Scope strongly matches core technical capabilities and delivery model.
Risks
- Past performance thresholds may require one additional teaming partner.
- Potential clarification needed on staffing minimums before bid/no-bid.
Next steps
Validate eligibility requirements, assign capture owner, and schedule partner outreach to confirm teaming strategy before submission planning.
Quick Summary
The United States Department of the Air Force (DAF) Air Education and Training Command (AETC) has issued Area of Interest (AoI)-0001 under a Commercial Solutions Opening (CSO) seeking innovative, commercial solutions for an AI-enabled Marketing and Communications Campaign Management System. This initiative aims to modernize DAF marketing operations to enhance recruitment effectiveness and optimize campaign performance. White Papers are due by November 3, 2025, at 11:00 AM CST.
Purpose & Scope
The DAF AETC seeks a unified, cloud-based platform to manage the full complexity of marketing and communications operations. The system will integrate specialized applications, proprietary AI, and siloed data into a coherent workflow, enabling authentic, targeted recruitment campaigns. The primary goal is to improve efficiency, optimize performance, and enhance the effectiveness of marketing and communication campaigns across the Total Force (Regular Air Force, Air National Guard, Air Force Reserve Command, and United States Space Force), connecting military brands with the next generation of Airmen and Guardians.
Key Requirements
The required system must be a centralized, cloud-based platform with the following capabilities:
- Marketing Campaign Management: Creation, curation, workflow orchestration, content ingestion, user-friendly interface, role-based access, and dashboards.
- AI-Powered Tools: Content generation, campaign automation, audience segmentation, performance optimization, multi-agentic AI, AI-simulated focus groups, and task management.
- Data Integration: Seamless integration with internal/external data sources, aggregation/analysis of siloed data, and real-time processing.
- Third-Party Application Integration: Compatibility with leading marketing and collaboration tools (e.g., Miro, Canva, Salesforce, Braze, Sprinklr, HootSuite, Workfront, Wrike).
- Scalability & Security: Cloud-based or hybrid infrastructure, adherence to DoD data security standards (FedRAMP, CMMC), robust encryption, and Section 508 compliance.
- Customization & Support: Customizable platform, on-demand training, user feedback mechanisms, and dedicated support.
- Specific Capabilities: AI-driven creativity, contextual AI agents, digital twins, predictive analytics, open architecture, earned media optimization, iterative testing, rapid deployment, ROI/KPI tracking, and field recruiter enablement.
Contract Details
- Type: Commercial Solutions Opening (CSO) - Phase 1 White Paper solicitation. Anticipated awards are Firm Fixed-Price FAR Part 12 commercial contracts. Other Transactions (OTs) for Prototype and/or Production may also be awarded.
- Period of Performance: Anticipated base year plus four option years (five years total).
- Set-Aside: Not specified for this AoI. Non-traditional defense contractors and small businesses are encouraged to participate in the broader CSO.
- Funding: Funds are not presently available but are expected at the time of award.
Submission & Evaluation
- White Paper Submission Deadline: November 3, 2025, no later than 11:00 AM CST.
- Submission Method: Email White Papers to Melody Taylor (melody.taylor@us.af.mil), 2d Lt Philip Napier (philip.napier@us.af.mil), and AFICC.338ESS.CSO@us.af.mil.
- Format: White papers must adhere to Attachment 1, with a five-page limit (excluding cover sheet and executive summary).
- Phased Process: The CSO involves up to three phases: White Paper (Phase I), Pitch Session (Phase II - tentatively November 14, 2025), and Request for Proposal (Phase III).
- Evaluation Criteria (Phase I): Alignment with DAF requirements, technical feasibility, scalability, security, vendor experience, cost-effectiveness, and evidence of successful deployments. Technical merit/applicability, importance to agency program, and funds availability are also key.
Additional Notes
Offerors must be registered in SAM.gov, and a current NIST SP 800-171 DoD assessment is required for award. The Government reserves the right to cancel this solicitation. Offerors should monitor www.sam.gov for amendments.