FGS Global has appointed Ethan Bauley as head of AI advisory.In this role, Bauley will advise organisational leaders on the impact of artificial intelligence on media, workflows and reputation. He will also lead integrated teams of data scientists, engineers and subject matter experts to support clients across their AI initiatives.His responsibilities include helping organisations build internal capabilities, develop AI agents, understand how AI models represent their brand, and apply AI in areas such as threat detection, scenario simulation and message testing.The appointment follows the launch of FGS Global’s AI advisory practice earlier this year, alongside the acquisition of threat intelligence consultancy Memetica. The practice operates within the firm’s AI and innovation unit, led by Aaron Kwittken.Prior to joining FGS Global, Bauley held leadership roles at Weber Shandwick, including within its data and AI unit, Weber I/O, where he worked on client advisory and the firm’s data and AI roadmap. He also previously worked at HP in global corporate communications, where he served as digital editor-in-chief and led media for HP Labs’ analytics and AI research teams.Commenting on the appointment, Kwittken said Bauley’s experience in AI-driven communications and strategic advisory will support the firm’s AI advisory capabilities.