MSL Canada and North Strategic Launch Digital Brand Influence

MSL Canada and North Strategic, Publicis Groupe Canada’s flagship PR agencies, today announced the launch of Digital Brand Influence (DBI, powered by Moov AI. This proprietary offering changes how brands are discovered, trusted and represented in generative AI platforms.

DBI gives brands a holistic view of their digital footprint and the knowledge to shape perceptions. As behaviour shifts from searches to narrative questions, brands need visibility into how they appear in the answers consumers’ trust. DBI gives them the intelligence to understand and influence those answers. It reveals:

• how they appear in AI-generated answers
  
• how they are described
  
• the sources that shape those responses
  

“DBI gives brands visibility into something they’ve never been able to see before – how AI is presenting them to key audiences,” said Nadia Beale, president, MSL Canada. “If AI is influencing consumer understanding, brands need the ability to ensure what it says is accurate, credible and telling the right story.”

DBI is built to uncover and close the gap between how brands are seen and how they want to be seen, helping build influence within AI search. DBI analyses how a brand is cited and characterised across AI systems, measuring frequency, accuracy and sentiment while identifying the publishers, platforms and conversations influencing those outputs. It then delivers a clear roadmap to strengthen authority signals, correct misinformation and increase visibility across AI-driven discovery.

“DBI is like tapping a spring at its source, giving brands and agency partners deep insights into the information that shapes perception,” added Sarah Stewart-Browne, president, North Strategic. “With this service, we can better amplify brand presence through the earned and owned channels LLMs trust the most. To ensure that brands are showing up and are accurately represented in AI systems, brands need trusted advisors to secure top-tier media coverage and craft compelling narratives across their own digital platforms.”

As MSL and North’s technology partner in DBI, Moov AI designs, builds, and deploys applied AI and data solutions that deliver concrete business outcomes.

“AI systems interpret brands based on the information and structures they can access,” said Olivier Blais, co-founder and VP AI, Moov AI. “When AI-generated answers misrepresent a brand, it often signals that the underlying data, governance, or context is incomplete or inconsistent. With DBI, we help organisations understand why these distortions occur and give them the operational insights they need to strengthen accuracy and reliability across AI-driven discovery.”

Communications and PR firms have always moved at the speed of innovation to meet audiences where they are, and today that instinct is driving MSL Canada and North Strategic to embrace AI technology and partnerships at the next frontier of storytelling.

As AI search becomes a primary gateway to information, the ability to see how brands show up and shape those narratives has become essential to building trust and influence in moments of change.