This study aimed to monitor and analyze the reality of using generative artificial intelligence in public relations practices within the Libyan telecommunications sector and to explore practitioners' future trends towards it. The study followed a mixed descriptive-analytical methodology (quantitative and qualitative) and was applied to a sample of 345 public relations practitioners from three major Libyan telecommunications companies (Libya Telecom & Technology LTT, Al-Madar, Libyana), using questionnaires and semi-structured interviews as data collection tools The results showed that 75% of practitioners are under 40 years old and 96% hold a university degree or higher, indicating a qualified human base for digital transformation. The overall awareness level of generative AI averaged 66%, with a gap between theoretical knowledge (76%) and deep technical understanding (58%). Current usage focuses on operational tasks such as content writing (68%) and media management (60%), while it is less in strategic tasks such as planning (38%). The study also revealed that the lack of technical skills represents the biggest challenge (78%), followed by privacy concerns (75%). Regression analysis showed that training level is the most influential factor in the degree of usage (28% contribution). Positive future trends were also recorded (84% expect increased adoption) accompanied by a strong demand for strict ethical controls (88%). The study concludes with the necessity of establishing an integrated strategic framework that combines the development of specialized practical training programs, the establishment of a sectoral ethical charter, bridging the gap between companies in the sector, and integrating AI concepts into the educational and training system to ensure responsible and effective adoption of this technology in Libyan public relations practices. Keywords: Generative Artificial Intelligence, Public Relations, Libyan Telecommunications Sector, Communication Practitioners, Digital Transformation, Ethical Challenges, Future Trends.