ShanghaiMay 26, 2026 /PRNewswire/ — MSL China today officially announced the launch of its AI-native strategic communication consulting brand, MSL Advisory. The brand integrates artificial intelligence technology, strategic communication consulting capabilities, and the diverse professional resources of Publicis Groupe, offering high-level advisory support to CEOs and executive teams, centered around strategic communication and stakeholder management.
Against the backdrop of an increasingly complex competitive environment and heightened uncertainty, MSL Advisory adopts “Agile Strategic Communication” as its core framework, focusing on helping enterprises compress decision-making cycles, clarify diverse perceptions, and achieve efficient transformation from strategic judgment to execution during critical offensive and defensive moments. Its service areas cover communication strategy in complex competitive landscapes, consensus management during organizational transformation, and reputation management related to capital markets and public opinion.
As a key initiative by MSL China in the AI field, MSL Advisory represents the concrete implementation of Publicis Groupe’s “HI (Human Intelligence) × AI (Artificial Intelligence)” strategy in strategic communication scenarios. This model centers on the intuitive judgment and experiential insights of senior consultants, enhanced by AI’s capabilities in information processing, analysis verification, and scenario simulation, significantly improving decision support efficiency through human-machine collaboration.
This capability system relies on Publicis Groupe’s long-term technological investments and data assets, including the Pace Panel insights platform covering 57 countries and 3 billion internet users, as well as EDGE’s local technical team in China, thereby supporting strategic and communication decisions for enterprises in a global context.
AI-native strategic communication consulting brand MSL Advisory
Reconstructing Communication and Decision-Making Capabilities in Uncertainty
Against the backdrop of accelerating global geopolitics, industrial competition, and technological change, corporate decisions are increasingly made in situations with incomplete information and extremely short windows. Traditional decision support paths based on linear analysis are facing dual challenges of efficiency and accuracy.
In this context, MSL Advisory aims to reconstruct the role of strategic communication in corporate decision-making systems—transforming it from a “post-decision information transmission tool” into a “key judgment support during the decision formation process.” Through deep integration of AI and data capabilities, MSL Advisory helps enterprises achieve three core leaps at critical junctures:
- From Information Overload to Structured Judgment: Quickly identify key variables in vast amounts of information, helping management focus on factors that truly impact decisions
- From Diverse Cognitive Fragmentation to Consensus Convergence: Build clear, executable unified narratives among complex stakeholders
- From Strategic Vision to Rapid Implementation: Shorten the path from judgment to action, improving consistency and response speed in decision execution
In this process, strategic communication is no longer a post-hoc step to “amplify existing decisions,” but becomes a core capability module running through the pre-decision, decision-making, and post-decision phases. Tomy Chan, Managing Director of Data, Technology & Innovation at Publicis Groupe, stated: “The essence of AI is the exponential expansion of professional capabilities. We hope to bring technology from the ‘lab’ into the ‘boardroom,’ allowing consultants to participate in corporate strategy at a higher level.”
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Creating a New Paradigm of the “Super Consultant”
MSL Advisory is led by Liza Zhang, CEO of MSL China, with Peter Zhong, a seasoned strategic communication consultant, serving as Founding Partner.
“MSL Advisory is not suitable for all practitioners,” Liza said. “We are looking for a select few consultants who can make judgments with incomplete information, possess intuitive understanding of complex situations, and coexist with uncertainty over the long term. Empowered by AI and data, such consultants can generate higher value at critical moments for enterprises.”
Unlike traditional consulting teams, MSL Advisory functions more like an open platform for “super consultants”—it provides methodology, data, and AI capability support, but does not overly define individual role paths. Consultants are no longer limited to communication execution but are more deeply involved in, or even influence, key corporate decisions.
As Founding Partner, Peter stated: “With the support of AI and data partners, I have chosen to begin the second 17 years of my career. Here, consultants have the opportunity to ‘reset and start anew’ from past experiences, redefining their role and value in corporate decision-making.”
Currently, during the brand’s pilot phase, MSL Advisory has already collaborated with various business units of Publicis Groupe to provide customized strategic communication support for multiple enterprises.
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