MSL China launches AI-powered advisory unit

MSL China has launched MSL Advisory, an AI-powered strategic communications consultancy. Designed specifically for chief executives and senior business leaders, the new division blends artificial intelligence, data analytics and traditional communications expertise to guide clients through complex corporate challenges.

The new brand is spearheaded by Liza Zhang (张珲杰), CEO of MSL China, alongside founding partner and senior strategic communications advisor Peter Zhong.

Against fierce competition and growing uncertainty across markets, MSL Advisory is built around agile strategic communication. It helps businesses make faster decisions, align internal views, and turn plans into action smoothly.

Specifically, its services cover communication strategies for competitive landscapes, consensus building during organisational transformation, and reputation management for capital markets and public opinion.

To deliver this, MSL Advisory adopts an “agile strategic communication” framework. By deeply integrating AI and data capabilities, the firm helps companies achieve three key operational leaps: filtering vast amounts of information to quickly identify the crucial variables so that leaders can focus on what truly matters; creating clear, unified narratives to align diverse stakeholders during complex organisational change; and shortening the time it takes to move from a strategic judgement to real-world action.

During its soft launch phase, MSL Advisory has worked alongside various divisions within Publicis Groupe to deliver tailored strategic communication support for multiple clients, according to the brand.

“MSL Advisory is not for everyone,” said Zhang. “We recruit a select team of consultants who can make sound judgements with incomplete information, read complex situations intuitively, and operate steadily amid ongoing uncertainty. Backed by AI and data, these professionals can deliver greater value for businesses at pivotal moments.”

Tomy Chan, managing director and head of technology and data at Publicis Groupe, said: “AI greatly amplifies professional capabilities. By bringing this technology out of research laboratories and into boardrooms, we enable consultants to contribute to corporate strategy at a more strategic level.”

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MSL Advisory represents a key AI-focused initiative by MSL China and embodies Publicis Groupe’s “Human Intelligence × Artificial Intelligence” strategy within the field of strategic communications.

This model leverages AI capabilities for information processing, analytical validation and scenario modelling. Human-AI collaboration delivers a marked improvement in decision-support efficiency.

MARKETING-INTERACTIVE has reached out to Publicis for more information. 

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