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While existing research has largely focused on the role of AI in search services and experience services, few studies have examined the role of AI in the context of credence services. This study fills this gap by investigating an AI-powered preview tool in the context of online medical aesthetic platforms. Specifically, this study investigates how the AI Magic Mirror influences consumer purchase intentions in medical aesthetic services. Using secondary data analysis and two experimental studies, we examine the main effects, as well as mediation and moderation effects. The findings consistently demonstrate that the AI Magic Mirror significantly increases consumer purchase intentions. This relationship is positively mediated by perceived value and negatively mediated by perceived risk. In addition, the main effect is stronger for procedures with higher fit uncertainty and is more pronounced for those with lower popularity. These results provide theoretical insights into AI application in credence service contexts and offer practical implications for the design of AI-enhanced online service platforms.<\/jats:p>","DOI":"10.3390\/jtaer20030205","type":"journal-article","created":{"date-parts":[[2025,8,7]],"date-time":"2025-08-07T08:33:06Z","timestamp":1754555586000},"page":"205","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["Seeing Is Believing: The Impact of AI Magic Mirror on Consumer Purchase Intentions in Medical Aesthetic Services"],"prefix":"10.3390","volume":"20","author":[{"given":"Yu","family":"Li","sequence":"first","affiliation":[{"name":"Business School, Nanjing University, Nanjing 210093, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Chujun","family":"Zhang","sequence":"additional","affiliation":[{"name":"School of Digital Economy and Management, Nanjing University, Suzhou 215163, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Tian","family":"Shen","sequence":"additional","affiliation":[{"name":"International Education College, Nanjing University of Chinese Medicine, Nanjing 210023, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Xi","family":"Chen","sequence":"additional","affiliation":[{"name":"Business School, Nanjing University, Nanjing 210093, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,8,7]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"534","DOI":"10.5465\/amr.2019.0178","article-title":"The role of artificial intelligence and data network effects for creating user value","volume":"46","author":"Gregory","year":"2021","journal-title":"Acad. 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