The study focused on deconstructing the image of AI anthropomorphism in the casual food industry and investigating its impact on consumers’ intention to purchase. This was done by examining impression-based cues and interaction-based cues, while also considering the role of psychological distance and information processing fluency. Additionally, the study explored the moderating role of consumers’ self-constructed type. Previous research has shown that factors like AI anthropomorphic impression-based cues and interactive cues significantly influence consumers’ purchase intention. Notably, the influence of interactive cues appears to be stronger. Furthermore, it has been found that both psychological distance and information processing fluency partially mediate the effect of AI anthropomorphism of product image on consumer purchase intention. Furthermore, the influence of anthropomorphic interactive cues on consumer purchase intention is contingent upon the type of consumer self-construction. Notably, individuals who possess interdependent self-construal are more inclined to purchase AI anthropomorphic product images that incorporate interactive cues, as opposed to those who possess independent self-construal. Conversely, there is no substantial disparity in the willingness to purchase AI anthropomorphic product images with impressionistic cues among consumers with different self-construal.