This study aims at determining the impact of four determinants: market intelligence, competitors intelligence, technological intelligence and strategic intelligence on the innovation of marketing communication activities in Saudi service organizations. These determinants called competitive intelligence. Determining the statistical differences in the levels of innovation and competitive intelligence in the survived organizations are objectives of this study. The research population consists all of large Saudi companies working in the service sector in the year 2016 which are commercial banks, telecom companies, insurance companies and private hospitals. The full survey method is used. The number of survived companies reached to 67 companies. The study approved that the competitive intelligence and its determinants are key sources of innovation in marketing communication activities. The study also find that there are no statistical differences in the level competitive intelligence while the differences in the level of innovation is approved. Finally, the study recommended some implications to improve the levels of competitive intelligence and innovation in Saudi economy.