Effective crisis communication is crucial for organizations, with marketing playing a key role in shaping consumer perceptions and protecting brand reputation through marketing crisis communication. Recent advancements in artificial intelligence (AI) provide new tools to enhance these efforts, particularly in crisis preparedness and management. However, existing research largely overlooks how AI systems interact with human decision-makers, leaving gaps in understanding the socio-technical factors that shape AI's role in marketing crisis communication. Us-ing Socio-Technical Systems (STS) theory, this paper develops a comprehensive framework for integrating AI into marketing crisis communication. The framework balances AI's technical capabilities with human needs, offering both theoretical contributions’sby extending STS theory'sand practical insights for marketing professionals and crisis managers.