Artificial intelligence (AI) has emerged as a key driver of change in marketing and customer engagement, particularly within online brand communities (OBCs), where it reshapes how brands interact with and understand their audiences. This chapter explores the key attributes of AI and chatbots; it focuses on the human relational factors that shape the use and integration of AI and chatbots into customer communication channels within OBCs. It also extends the discussion to address service failure and recovery procedures, specifically in the context of chatbot interactions. This chapter examines how different customer groups respond emotionally and behaviourally during chatbot-led service recovery experiences and considers the role of chatbots in fostering engagement within OBCs.