MSQ DX Embeds AI with First Director of Collaboration

Why It Matters

The role underscores a shift in the marketing services industry from merely adopting AI tools to managing the organizational change needed for successful AI integration, creating new career paths and improving client outcomes.

Key Takeaways

• MSQ DX hires Jocelyn Bull as first AI collaboration director
• Bull will embed AI into agency workflows and culture
• Role targets cross‑department AI pilots, training, and efficiency gains
• MSQ DX aims to triple AI adoption success rates
• New MSQ Intelligence team supports AI product development across agencies

Pulse Analysis

Artificial intelligence is reshaping the advertising and marketing services sector, but firms quickly discover that technology alone does not guarantee value. The bottleneck is often cultural—teams must learn to co‑create with algorithms, share data responsibly, and redesign processes that have existed for decades. MSQ DX’s appointment of Jocelyn Bull, a veteran of CI&T and Somo with more than two decades at the nexus of people, technology, and business transformation, signals a strategic shift from pure tool deployment to systematic change management. Her mandate is to make AI a daily operating principle rather than an experimental add‑on.

Bull will spearhead a suite of initiatives designed to weave AI into the fabric of the agency. Regular ‘Meet Share Question’ sessions will surface use‑cases, while cross‑functional pilots will test generative‑AI workflows in creative, media planning and client reporting. A structured training programme will upskill staff on prompt engineering and ethical considerations, aiming to lift adoption success rates to nearly three times industry averages, a claim echoed by CEO Rebecca Crook. By focusing on collaboration breakdowns rather than hardware limitations, MSQ DX hopes to unlock measurable efficiency gains and faster time‑to‑market for client campaigns.

The move dovetails with MSQ Group’s broader AI acceleration, including the recently launched MSQ Intelligence unit that builds proprietary data platforms and AI‑powered products for its network of agencies. As competitors such as Disney and other global agencies create similar AI‑collaboration roles, MSQ DX’s early adoption may give it a competitive edge in delivering data‑driven creativity and cost‑effective media solutions. For clients, the promise is clearer insight, more personalized experiences, and reduced operational friction. In an industry where AI hype can outpace execution, embedding change‑management expertise could become the new benchmark for sustainable digital transformation.