The experience report from Hong Kong describes the opportunities, chances, and challenges from the perspective of PR agencies. Personalized content and optimized processes contrast with ethical concerns and data security. AI is used in complex analyses, decision-making, and content creation. The focus is on the learning curve of the agencies. Which tools are the right ones? How do I integrate AI into everyday work? What untapped potentials are there? How do I address ethical and data privacy concerns? The transformation of AI is a continuous learning process. Employees need to be trained. Partnerships and investments with AI companies are necessary. Guidelines should be developed to meet the new developments. First, a brief overview of the current AI developments in the PR field in Hong Kong. Then, the possibilities and challenges are discussed, which areas of activity are affected by AI, and which tools are used in daily practice. Finally, there is an outlook on the transformation of PR through AI and how agencies should prepare for it.