Artificial Intelligence is rapidly progressing to have deeper roots in Public Relations and Digital Marketing in the last few years, helping brands to have a sustained reputation in the world cutthroat competition. The current study discusses the concept, benefits, application, impact, and role of artificial intelligence in Public Relations industry in Bahrain. It explores the use of AI-based tools and their role in strategic implications and the ethical concerns for PR professionals. This article views and analyze the experts’ opinions through the qualitative semi-structured interviews and quantitative research of surveys from professionals in Bahrain. The paper highlights the developmental usage of AI in Bahraini PR industry while focusing on the concerns of workforce. The questions were based on the Technology Acceptance Model (TAM) that helped to confirm that PR professionals have been using this tool, but they have reservations that need to be addressed. The research attempts to determine if AI will act as strategic disruption or will it be a major facilitator. The mixed views have helped in a better understanding of the fact that AI is more beneficial in the hands of PR professionals than the newbies. 98% of the respondents agreed that they have graciously adopted the ‘perceived usefulness and usage’ of technology although more than 70% are concerned about ‘behavioral intent of the usage’. The insights through the interviews can help Bahraini professionals to determine the effectiveness and utilization of AI tools in their planning.