This study investigated whether retrieval of information related to conceptual self (i.e., self-images that encompass general factual and evaluative knowledge of one's identity) would improve autobiographical memory in Alzheimer's disease (AD). Participants with AD and controls were asked to retrieve autobiographical memories after providing statements to the question “Who am I? and after a control condition consisting of reading a general text. Autobiographical recall was analyzed with respect to specificity (general vs specific event), context recall (information describing the “when, where, and who” as well as affective states), and reliving (the subjective experience of recall). AD participants showed higher specificity, context recall and reliving after the “Who am I?” statements than after the text reading, and controls showed higher context recall after the former than after the latter condition. These findings highlight the relationship between self and autobiographical memory in AD and demonstrate how retrieval of information related to conceptual self may influence autobiographical memory in the disease.