ChatGPT has its potential to be introduced as the frontline workforce to reshape future online customer service. It is essential to understand employees’ attitudes towards this new digital employee since ChatGPT may blur the boundaries between humans and machines in the profession. However, rare papers explored the rooted psychological drivers (such as job identity) underlying the employees’ actions, especially from both “bright” and “dark” sides. Grounded in identity theory, automation-augmentation paradox, and cooperation-competition theory, this study examines the impact of ChatGPT’s intelligent capability on employees’ job identity through job automation and augmentation, and the moderating impact of employee self-efficacy on these associations.