How earned media became the lever for AI visibility
Success Story Commerce & CX

How earned media became the lever for AI visibility

Program & Deliverables

AI Optimization, Public Relations

Introduction

Nuvei powers payments for thousands of global merchants, but in a market dominated by Stripe and Adyen, the company only had a 5% share of voice. As AI systems took on a larger role in buyer discovery, that visibility gap extended beyond what traditional PR metrics could capture. Over 90 days, Nuvei and PAN launched an earned media program to close it.

60,000+
AI Citations Via Earned Media
20+
Pieces of Coverage in <90 Days
86M+
Impressions
SOLUTION

The program ran on three tracks: the Mexico acquiring launch, the “How America Pays” research, and executive thought leadership. 

(1) The Mexico acquiring launch anchored a broader narrative — “Every Payment, Everywhere.” The launch gave Nuvei direct acquiring capabilities in Mexico, letting it process local transactions natively instead of routing them through a third-party processor, a capability central to serving merchants across borders. Nuvei owned the infrastructure story rather than competing on Stripe’s feature-set terms. Through embargoed outreach, PAN secured coverage in Digital Transactions, FinTech Magazine, and FinTech Finance. 

(2) PAN commissioned “How America Pays,” a Dynata-backed consumer survey on payment behavior, fraud, and trust. The team broadened outreach to trade publications and built a microsite. American Banker covered the data and related programs across six articles, which included a Gary Drenik Forbes feature and coverage in PYMNTS, Finextra, and PaymentsJournal. 

(3) PAN positioned seven executives across payments, fraud, embedded commerce, and real-time payments. Phil Fayer, a payment infrastructure leader and high-performance race driver, landed in Forbes through outreach to journalist Julian Hayes II. Six more executives — Murry Sharp, Hilla Peled, Noam Grinberg, Laura Miller, Neil Erlick, and Guy Douek — secured bylines and commentary in The Fintercept, Digital Transactions, Electronic Payments International, and FinTech Magazine. 

RESULT

Traditional share of voice tracks how often Nuvei appears in coverage. AI Visibility Score measures how often AI platforms cite and recommend Nuvei when answering buyer questions — a materially different signal. Nuvei’s AI Visibility Score climbed 4.8 points to 14.4%, showing that earned coverage is opening visibility beyond traditional SOV. The Mexico Acquiring Launch triggered the first spike in Finextra and FinTech Magazine coverage. The Forbes feature accelerated gains. American Banker’s sustained coverage of “How America Pays” and the Syspro partnership drove the sharpest climb. 

Earned media generated 59,598 AI citations, 8.3% of Nuvei’s total AI citation volume, compared to 20,040 citations (2.7%) from Nuvei.com. Together, earned coverage and owned media account for roughly 11% of the citations AI platforms draw on when discussing Nuvei, with earned coverage outpacing Nuvei’s own website by more than 3x. The publications driving those citations were PYMNTS, Finextra, PaymentsJournal, and American Banker. 

The program delivered 20+ pieces of coverage, eclipsing the quarterly goal by 40%. The Mexico Acquiring campaign generated 8 pieces (250K impressions). How America Pays drove 8 pieces (358K impressions). Executive bylines secured 4 pieces (85.4M impressions).