["Psychology &Marketing, EarlyView. ", "\nABSTRACT\nAs artificial intelligence (AI) products increasingly engage consumers through quasi‐social relationships, companies strategically position these using social role metaphors of servant, partner, or competitor. Drawing on the social dominance theory, we propose that AI social roles function as dominance signals that trigger distinct psychological mechanisms affecting consumer responses. Four experimental studies reveal that servant AI positioning generates the most favorable consumer responses through enhanced dominance perception and reduced threat, followed by partner AI, with competitor AI producing the least favorable outcomes. In Study 1, sequential mediation analysis confirms that AI roles influence purchase intentions through threat and dominance perceptions. These effects, however, are contingent upon both contextual and individual factors. Studies 2 and 3 demonstrate that visual design morphology (angular vs. curved) and humor modality (aggressive vs. affiliative) moderate threat perception, with curved designs and affiliative humor mitigating threat responses, particularly for competitor AI. Study 4 reveals an interaction wherein mastery‐oriented consumers prefer competitor AI as they reappraise competitive positioning as a growth opportunity. These findings establish dominance signaling as a critical framework for understanding consumer–AI relationships and provide actionable insights for AI product positioning strategies.\n"]