Companies presently work in a variety of cultural contexts and communicate with audiences who have different values, views, and communication styles. For Public Relations (PR) campaigns to be successful and connect with various audiences while avoiding cultural misconceptions, effective cross-cultural communication is essential. Hence, the need for integrating Artificial Intelligence (AI) technologies. Although AI technologies are more prevalent in the PR sector, they have the potential to both improve and exacerbate communication efforts. Therefore, this study explores the significance and challenges of the use of AI in cross-cultural communication and PR efforts. This ensures that AI technologies are used in communication initiatives responsibly and efficiently in emerging economies. This objective was accomplished by a review of the literature that is guided by the social identity theory. The findings reveal that the significance of AI-driven PR in cross-cultural situations includes increasing communication effectiveness and reach, customizing messaging for varied audiences, and promoting inclusivity and cultural sensitivity. The findings also show that bias and stereotypes in AI Algorithms, language and translation difficulties, cultural subtleties and context awareness, and bias in AI Algorithms are major challenges facing AI-driven PR initiatives in emerging economies. The research recommends that further studies test the proposed conceptual framework.