MSQ DX, the agency formed from the merger of three MSQ agencies late last year, has appointed its first director of AI collaboration, in a move designed to help it focus on how humans and AI work together effectively.
Jocelyn Bull, who has more than 20 years’ experience at the intersection of people, technology and business transformation, will report directly to CEO Rebecca Crook.
She joins from CI&T, a global provider of tech-integrated business solutions, where she served as head of people, EMEA. Before that, she spent over 11 years at digital product agency Somo, most recently as SVP, Experience, Engagement & Culture.
While major brands including Disney have created dedicated AI collaboration positions, MSQ DX claims it is leading the way in agencyland, recognising that AI’s success depends less on the technology itself and more on both organisational change management and the underlying business model changes that AI enables.
Bull has been tasked embedding AI into how the agency works, overseeing and implementing new ways of working across the business to ensure MSQ DX embraces AI at every point, making it part of its DNA.
She will lead initiatives including Meet Share Question days, cross-departmental AI pilots, and training programmes and will focus on delivering operational efficiency gains through improved AI adoption and knowledge sharing across the business.
Rebecca Crook said: “Everyone’s talking about AI eliminating jobs, but there’s a huge positive story that’s less talked about where entirely new types of jobs are being created.
“The reality is that AI adoption fails not because of technology but because of collaboration breakdowns across teams and geographies. Companies with dedicated change management resources achieve significantly higher success rates, often nearly three times better outcomes.
“This role exists because embedding AI into how we work requires expertise in organisational change, communication, and cross-functional collaboration.
Bull added: “AI’s potential is incredible, but realising that potential is a human challenge, not a technical one. It demands clarity, collaboration and great communication. Having spent my career navigating change in digital businesses, that’s exactly the kind of challenge I love.”
The appointment forms part of MSQ Group’s wider progression in embedding automation and AI across the business to create new products and services, deliver even better work for clients and to remove some of the pain points across operations, with MSQ DX already running successful pilots and AI-enabled initiatives across multiple client accounts globally.
The group also recently launched MSQ Intelligence, a new central team dedicated to developing products, services, platforms and data capabilities that will power its agencies and create commercial momentum for clients.
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