人工智能（artificial intelligence，AI）客服的应用日益广泛，而根据相关法律规定，企业有义务披露 AI客服身份。然而，以往研究表明，披露 AI客服身份会导致客户购买意愿下降，使企业在是否披露 AI身份这一决策上面临着商业伦理与利润损失的矛盾。以往研究主要集中在应对客户具体需求、促进现存客户增购等方面；但在更前端的获客环节（即邀约潜在目标客户免费体验产品），披露 AI客服身份的后续影响仍有待考察。本研究通过一项涉及5768 名参与者的田野实验，探索了在获客环节中披露 AI客服身份的影响。本研究发现，在营销效果方面，披露 AI身份对客户的产品接纳意愿不存在显著影响，并会使客户的表达更简洁，从而提高推销效率。在消费者语言特征方面，在得知 AI客服身份后，客户的交流意愿、礼貌程度显著降低，并减少了情感表达，其中自我意识的降低起到中介作用。此外，当AI客服身份未披露并具有高拟人化特征时，客户交流意愿和礼貌程度更高，但实际产品接纳意愿并未提高；在披露 AI客服身份后，其高拟人化特征不再影响客户的语言表达。这些发现为理解客户与 AI交互的心理过程提供了丰富洞见，并为企业在客户服务中如何有效利用 AI技术提供了管理指导。

The growing use of Artificial Intelligence (Al) in customer service has raised ethical concerns, particularly regarding the disclosure of Al identities, which may reduce customers’ purchase intentions and create a dilemma between ethical practices and profit maximization. While existing research has largely focused on Al's role in addressing customer needs and driving sales, the impact of Al identity disclosure during the customer acquisition phase - such as offering free product trials - remains underexplored. This study investigates the effects of Al identity disclosure during customer acquisition through a field experiment with 5,768 participants. The findings reveal that disclosing Al identities did not significantly affect customer’s willingness to accept the product. However, disclosure led to more concise communication, thereby enhancing sales efficiency. In terms of verbal behavior, disclosing the Al identity decreased customers' willingness to communicate, reduced politeness, and lowered emotional expression, with self-awareness serving as a mediator. When Al identity was not disclosed but the Al displayed high anthropomorphism, customers were more polite and communicative, although their product acceptance did not increase. These results contribute to the understanding of consumer - Al interactions and provide actionable insights for businesses aiming to optimize AI use in customer service.