<p>Nowadays, there has been a widespread phenomenon that frontline service employs artificial intelligence (AI) to replace human employees. Thus, how to effectively utilize AI service in the marketing field has become a new issue. It is important to learn about how AI affects consumer cognitive response and behavior compared with humans. This research examines compared with human, how recommendation service provided by AI influences consumer switching behavior during the product purchase stage. To test the research model, three studies involving 452 participants were conducted in this research. The findings demonstrate that, compared with human recommendations, AI recommendations make consumers less likely to exhibit switching behavior. This effect is moderated by the purchase type and mediated by consumers’ perceived autonomy. Specifically, for material purchase, human (vs. AI) recommendations increase consumer switching behavior, whereas for experiential purchase, the type of recommender (i.e., human vs. AI) has no differential effect on consumer switching behavior. These findings make significant theoretical contributions to the existing literature on AI service and have practical implications for commerce companies looking to implement AI recommendation strategies more effectively.</p>