Organizational crises test both operational capacity and communicative resilience, as rapid information flows, misinformation, and shifting public sentiment create complex challenges for strategic communication. Traditional approaches often struggle to respond in real time, resulting in inconsistent messaging, delayed corrections, and diminished stakeholder trust. This study examines these challenges and explores the potential of artificial intelligence (AI) to enhance crisis communication. Using a desk review method, the research synthesises existing literature and integrates insights from Situational Crisis Communication Theory (SCCT) and the Technology Acceptance Model (TAM), providing a framework that addresses both strategic priorities and practical adoption of AI. Findings indicate that AI can accelerate response times, filter and prioritise vast information streams, detect and counter misinformation, track public sentiment, maintain consistency across communication channels, and predict crisis escalation. However, dilemmas such as balancing speed with accuracy, algorithmic biases, ethical concerns, and the need for human oversight remain central to effective deployment. The study concludes that AI is not merely a technological supplement but a transformative enabler of strategic communication during crises. Its success depends on thoughtful integration, continuous human supervision, ethical safeguards, and ensuring that users trust and understand the technology, thereby enhancing both responsiveness and credibility.