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Based on the stimulus-organism-response (SOR) theory, we explored the relationship between AI-generated Intangible Cultural Heritage images (AI-ICHI) (S), public cognitive and emotional reactions (O), and public response (R). Structural equation modeling was used to analyze 321 valid samples from a questionnaire. The results indicate that AI-ICHI enhances public novelty perception, authenticity perception, and flow experience, significantly influencing public response. Furthermore, cultural identity moderates public cognition, emotions, and experiences. These findings suggest that AI-generated technology can influence public emotional experience and behavioral response in the digital presentation of ICH, with cultural identity being a crucial factor. This study offers insights into the relationship between AI technologies and public acceptance and contributes to theoretical and practical development in perceived value and emotional responses in ICH.