On April 22, 2026, the American Chamber of Commerce in Shanghai (AmCham Shanghai) hosted a high-level session titled AI and Public Affairs for MNCs Under the 15th Five-Year Plan. Mr. Jiang Xiaofeng (Shawn), Founder and CEO of China Advocate, was invited to deliver a keynote presentation, sharing forward-looking insights and actionable strategies for multinational companies operating in China. About 40 senior leaders from government relations, public affairs, and corporate communications teams attended the session.

Against the backdrop of advancing the 15th Five-Year Plan and New Quality Productive Forces (NQPF), corporate public affairs and communication functions are undergoing profound transformation. Drawing on 26 years of experience in government relations, strategic communications, and marketing across Asia Pacific, Mr. Jiang analyzed the evolving policy landscape, industry-specific challenges, and AI-driven capability upgrades for MNCs.

Macro Perspective: NQPF as Core Strategy, AI as a National Enabler

Mr. Jiang emphasized that the 15th Five-Year Plan places New Quality Productive Forces at the center of China’s long-term growth model, marking a decisive shift from quantitative expansion to quality- and efficiency-driven development. As a cross-cutting foundational technology, AI is positioned as a critical accelerator for NQPF. The plan sets clear targets for annual R&D growth, high-value patents, and the digital economy’s share of GDP, supported by a new national innovation system, enterprise-led innovation, talent development, and digital infrastructure.

This new paradigm redefines the role of foreign enterprises in China: MNCs are no longer mere market entrants but integral contributors to China’s innovation ecosystem. Relationships with local players have evolved into a dynamic mix of rivals, partners, customers, and benchmarks, requiring a shift from technology export to local value co-creation.

Industry Deep Dive: Healthcare as a Testing Ground for Value Alignment

Using healthcare as a representative sector, Mr. Jiang highlighted a critical perception gap facing multinational health companies: while over 70% of foreign firms still emphasize “global first-in-class innovation” and “technological superiority,” policy and market priorities have shifted toward value-based care, local ecosystem integration, and clinical accessibility.

He advised that to align with the 15th Five-Year Plan, healthcare MNCs must translate their global narratives into China-centric value stories. Success will depend on quantifying local contributions — in cost control, grassroots healthcare improvement, and biomanufacturing innovation — to bridge global technology advantages with domestic policy priorities.

Paradigm Shift: AI Reshapes Governance and Corporate Practices

Mr. Jiang noted that AI was mentioned seven times in the 2026 Government Work Report, as regulators increasingly adopt AI for real-time public opinion monitoring, risk early warning, and policy implementation tracking. This creates an urgent imperative: corporate intelligence and policy analysis must evolve from manual, periodic updates to real-time, data-driven, AI-enabled systems to keep pace with regulatory capabilities.

He introduced Generative Engine Optimization (GEO), a new frontier in reputation management. With over 729 million monthly active AI search users and more than 70% of B2B decisions starting with AI queries, users now “ask AI for answers” rather than “search for links.” GEO helps brands structure credible, consistent content so that AI systems recognize, reference, and recommend them accurately, mitigating risks of outdated, negative, or “hallucinated” information in AI-generated responses.

Capability Evolution: From Executors to Strategic Advisors

Concluding his presentation, Mr. Jiang urged PA, GR, and communications professionals to embrace a new identity: from tactical implementers to strategic counselors. In an era of tighter budgets, faster policy changes, and AI integration, teams must combine human judgment with AI tools to enhance efficiency. Core strengths that cannot be replaced by AI — strategic judgment, trusted relationship building, and value translation — will define professional success.

With Local Soul, Global Reach as its core value, China Advocate helps MNCs translate macro policy signals into actionable on-the-ground strategies, aligning reputation, business growth, and compliance.

The session was well-received by AmCham Shanghai and participating enterprises, offering clear, practical guidance for MNCs to leverage AI and align with the 15th Five-Year Plan for sustainable development in China.

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