AI-driven leadership is reshaping organizational structures as automated leadership agents increasingly take on essential leadership functions. This study investigates whether and how automated leadership performed by AI avatars affects subordinate compliance. Drawing on the Computers Are Social Actors (CASA) framework and leadership theories, we conceptualize three experimental studies comparing human and AI leadership as delivered through text-based (Study 1) and avatar-based interactions (Study 2), as well as AI leadership delivered through experienced (vs. unexperienced) and formal (vs. casual) visual avatars (Study 3). Suggesting mediating functions of social presence and legitimacy, the conceptualization provides a perspective on AI-driven leadership and its effectiveness in terms of evoking compliance.