Optically-controllable plasmon–exciton coupling is achieved in MoS2–Ag hybrid nanostructures, facilitated by a photoexcited exciton-induced modulation of MoS2 dielectric function. The white light spectra of surface plasmon resonances are gradually red-shifted by increasing incident laser power. This spectroscopic tunability can be controlled by the near-field coupling strength and polarization state of light. It can also be selectively applied to control plasmonic dark modes.