Objectives: This study aimed to learn the applications of artificial intelligence (AI) and its impact on achieving competitive advantage. The study population consists of clients of insurance companies in the city of Ramallah. Methods: The researchers followed both the descriptive and analytical methods. An appropriate sample for the study was selected and distributed by the researchers, reaching 552 people. A total of 507 questionnaires deemed valid and collected for statistical analysis, while 45 questionnaires were excluded as they were unsuitable for analysis. The Smart-PLS statistical analysis program was used. Results: the study illustrated a positive impact of AI applications (for example, voice search, visual search, chatbots, dynamic pricing, and big data) on achieving competitive advantage. Conclusions: The study suggested that insurance companies should focus on utilizing AI technologies and encourage their clients to adopt these tools to keep pace with technological developments and achieve a competitive advantage.