As a novel digital media format integrating cutting-edge technologies, intelligent media showcases considerable potential in domains like news dissemination and e-commerce live streaming, driven by the deployment of AI virtual anchors. Nevertheless, the mechanism through which AI virtual anchors influence the consumer behavior of elderly users remains under-explored. Guided by the theory of perceived value, this study conducted a questionnaire survey, yielding 256 valid responses, to investigate the impacts of AI virtual anchors on the purchase intentions of elderly users within the intelligent media landscape. The findings suggest that elderly users’ perceived functionality, interaction, and emotion towards AI virtual anchors positively impact their purchase intentions, whereas the influence of character image is insignificant. This revelation underscores the unique preferences and needs of elderly users when choosing products recommended by AI virtual anchors, offering valuable insights for intelligent media enterprises and policy-making bodies to devise targeted marketing strategies and industry guidelines. Additionally, it enhances the theoretical frameworks of marketing and communication studies, presenting fresh perspectives and avenues for the development of artificial intelligence virtual anchors in the era of intelligent media.