人工智能在文化和旅游服务行业越来越能够替代人类完成各种工作，助推了“技术换人”趋势。然而，目前还不清楚平台人工智能相比人类的文旅产品定制会对服务原创性评价产生怎样的影响。本文基于独特性理论，通过3个实验对该问题进行系统性探讨。研究发现，相较人类而言，消费者对平台人工智能定制服务的原创性产生消极评价，且该效应通过独特性忽视中介。还发现，上述中介效应受到消费者新奇寻求倾向的调节。具体讲，新奇寻求倾向高的消费者对独特性忽视更关注，进而对平台人工智能的定制服务原创性评价更低；对于新奇寻求倾向低的消费者而言，上述负面影响被削弱。此外，还发现消费者对人工智能服务的满意度低于人类服务者。本研究结论对理解消费者认知平台人工智能服务有一定的理论和现实意义。

Artificial intelligence is increasingly capable of replacing humans in a variety of tasks in the cultural and tourism services industry, contributing to the "technology-for-people" trend. However, it is unclear how platform AI affects the evaluation of service originality compared to human customization of cultural and tourism products. This paper systematically explores this issue through three experiments based on uniqueness theory. It is found that consumers negatively evaluate the originality of platform AI customization services compared to humans, and that this effect is mediated through uniqueness neglect. It was also found that the above mediation effect was moderated by consumers' novelty-seeking tendencies. Specifically, consumers with high novelty-seeking tendency were more concerned with uniqueness neglect and thus rated the originality of platform AI customization services lower; for consumers with low novelty-seeking tendency, the above negative effect was weakened. It was also found that consumers were less satisfied with AI services than human service providers. The findings of this study have theoretical and practical implications for understanding consumers' perceptions of platform AI services.