With the rapid development of artificial intelligence technology, intelligent customer service has been increasingly widely used in the business field. This study aims to explore the influence mechanism of the Big Five personality traits of intelligent customer service on consumers’ purchase intention. A theoretical model is constructed based on the mediating role of risk perception and the moderating role of cognitive load, and an empirical analysis is conducted. Based on the Big Five personality theory and combined with relevant theories of consumer behavior, data is collected through questionnaires, and statistical methods such as structural equation modeling are used for analysis. The results show that the influence of the Big Five personality traits of intelligent customer service on consumers’ purchase intention is a complex decision-making process involving dual paths of personal perception and cognitive load. This study enriches the theoretical research in the fields of intelligent customer service and consumer behavior, and also provides practical guidance for merchants to optimize the design of intelligent customer service and improve the conversion rate of consumers’ purchases.