The integration of artificial intelligence (AI) into the public relations (PR) and marketing roles of corporate Jordanian telecom companies is the foci of this study, namely Orange, Umniah, and Zain. Using mixed methods, the study triangulates questionnaire, collected from 22 PR and marketing practitioners, and semi-structured interview, collected from 3 senior management personnel. The study investigates the use of AI-based technologies including chatbots, predictive analytics, and algorithmic content creation to improve customer relationships and facilitate managerial decision making. AI is mainly used for enhanced customer interaction using machine-enabled chatbots, companies using data-driven analytics to understand audience better is next. Using AI can bring significant advantages such as advanced data analysis and personalized marketing activities. But introducing AI into business does not come without its challenges, with the three most cited including worries over privacy of data, inadequate staff training and fears about job security. Significantly, 54.5% of staff have said that they receive annual training in new technologies, which include AI, indicating an evolving move towards digital competence in the industry.