Artificially intelligent robots are widely used in various industries due to their superior efficiency. Based on role transformation theory and consumption compensation logic, this thesis explores the influence mechanism and boundary conditions of AI robot roles on employees’ reference for self-improvement products through five experiments. The study shows that there is a significant difference in the effects of AI robot roles (substitute vs. assist) on employees’ self-improvement product preferences, with employees having higher self-improvement product preferences under the substitute role (vs. assist role) condition; role ambiguity and self-identity threat play a continuous mediating effect; implicit personality moderates the effects of AI robot roles on employees’ self-improvement product preferences, compared to incremental theorists, entity theorists have lower preference for self-improvement products in the alternative role condition. This thesis enriches the literature on the impact of intelligent robot roles on employees’ psychological states and their consumption behaviors, and provides practical insights into the management of employees’ mentality and the improvement of self-improvement products’ marketing performance in companies applying artificial intelligence robots.