Due to the increasing competitiveness of contemporary marketing and the complication of the interaction processes of market players, more attention is paid to creative approaches in marketing, such as artificial intelligence (AI). The research aims to analyze the role of AI in marketing communications in the telecommunications sector, identify its main advantages and challenges, and determine current development trends. The research used mixed methods, including literature analysis, comparative analysis, case studies, surveys, and interviews with industry experts. The research discusses the international experience of applying AI in the telecommunications sector. Particularly, the main directions of telecommunications companies applying AI in marketing communications in the USA, Europe, Asia, Latin America, and Africa were considered. The research revealed the peculiarities of marketing communications in the telecommunications sector of Armenia and highlighted the issues and prospects of using AI by leading Armenian telecommunications companies. The implementation of AI in Armenia is still in its infancy due to limited technological resources, a shortage of specialists, and strict data protection regulations.