Media Hub and Corporate Announcements

LAS VEGAS, NV, June 4, 2026 — FIG Strategy & Consulting, the boutique advisory firm founded by executive strategist TaChelle Lawson, has officially rebranded as the Finesse Intelligence Group (FIG). The rebrand reflects a deliberate strategic evolution: from organizational and diversity consulting to a focused AI governance practice built specifically for luxury operators where brand promise, service delivery, and operational execution are drifting out of alignment.

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The timing isn’t accidental. Luxury brands are spending millions implementing AI across guest-facing operations including: front desk automation, concierge replacement, and service streamlining, without a framework for measuring what gets lost. The Finesse Intelligence Group exists to close that gap.

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Lawson’s credibility on this argument is earned.. As the author of Black Is NOT a Credential: The Corporate Scam of DEI, she documented how $9.4 billion in corporate DEI spending between 2020 and 2023 produced no measurable cultural change, primarily driven by the same Big 4 consulting firms now selling AI transformation. Same senior partner. Same junior associate doing the work. Same implementation metrics measuring the wrong things. Same organizations left holding the consequences.

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The difference this time is the stakes. A guest spending $800 or more per night doesn’t care whether a property’s labor costs have improved. They care whether the experience justifies the price and the brand is consistent. When either of those fail luxury customers don’t complain; they leave. Brands that prioritize experience over efficiency report 16% higher revenue per guest. Replacing a single lost customer costs 5X more than keeping one.

 

FIG’S AI GOVERNANCE PRACTICE

Finesse Intelligence Group offers four proprietary engagements, each designed to meet luxury operators at a specific stage of AI adoption:

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• The Glass Wall Discovery™  A one-week diagnostic that audits AI implementation through the luxury guest lens, delivering an executive brief with corrective actions ready for the client’s AI team.

• The EvE Diagnostic™  A two-week pre-implementation risk assessment identifying where AI supports efficiency and where it puts the guest experience and the brand’s premium reputation and pricing at risk.

• Friction to Finesse™  A four-week engagement for organizations already experiencing post-implementation friction: declining reviews, refunds, internal pushback. Includes on-sites and an executive alignment session. Deliverable: a 90-day action plan.

• The Glass Wall Intelligence Program™  FIG’s 16-week flagship. A full enterprise audit aligning culture, operations, and guest experience with the brand promise without sacrificing operational efficiency.

 

ABOUT TACHELLE LAWSON

TaChelle Lawson is a growth strategist and executive advisor with more than 20 years of experience across luxury hospitality, food and beverage, and large-scale experiential operations. She has managed portfolios exceeding $50 million and worked with globally recognized brands including Louis Vuitton, Mercedes-Benz, Nike, and Lancome.

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She founded FIG Strategy & Consulting in 2017 and has advised leadership teams across organizations collectively representing $500M–$1B+ in annual revenue. Her work centers on protecting the 3Rs: Revenue, Reputation, and Retention. She is the author of Black Is NOT a Credential: The Corporate Scam of DEI and has been featured in Forbes, Fox News, CBS, and CW.

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All FIG service names are trademarked and proprietary to the Finesse Intelligence Group. © 2026.

 

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