Current research from the Journal of Marketing reveals that consumers with lower AI literacy are more likely to adopt AI tools. This group perceives AI as magical and awe-inspiring, which fuels their curiosity and trust. In contrast, those with higher AI literacy tend to focus on AI's limitations and ethical concerns, leading them to be more skeptical and slower to embrace new technologies. Marketers and product designers need to recognize this shift in adoption behavior. Instead of targeting tech-savvy users, they should appeal to those with less familiarity with AI by emphasizing its extraordinary capabilities. Campaigns that highlight AI's ability to create lifelike images or provide empathetic responses can resonate more deeply with this audience. However, this approach carries risks. Lower AI literacy can make consumers vulnerable to misunderstandings about AI's true capabilities, potentially leading to ethical issues. The study suggests that businesses must balance promoting AI's wonder with responsible messaging about its limitations. As AI literacy increases, the magical perception diminishes, which could dampen initial enthusiasm. Therefore, it’s essential for educators and policymakers to craft programs that improve understanding without stifling excitement. Tailoring marketing strategies to align with different audience perceptions can enhance engagement and drive adoption more effectively.