The no-insulation (NI) winding technique is promising to be applied in the persistent-current mode (PCM) operation of high-temperature superconducting (HTS) coils to provide those advantages. To apply the NI PCM coil, its demagnetization behaviour (i.e., decay of persistent DC current) by external AC field, which occurs in maglev trains, electric machines, and other dynamic magnet systems, is essential to be understood. For this purpose, a 3D FEM model, capturing the full electromagnetic properties of NI HTS coils, is established. This work has studied three kinds of AC fields, observing the impact of turn-to-turn contact resistivity on demagnetization rates, which is attributed to current distribution modulations. Under transverse AC field, the lower contact resistivity attracts more transport current to flow in the radial pathway to bypass the ‘dynamic resistance’ generated in the superconductor, leading to slower demagnetization. Under axial AC field, the demagnetization rate exhibits a non-monotonic relation with the contact resistivity: (1) the initial decrease of contact resistivity leads to concentration of induced AC current on the outer turns, which accelerates the demagnetization; (2) the further decrease of contact resistivity makes the current smartly redistribute to avoid to flow through the loss-concentrated outer turns, thus slowing down the demagnetization. Under the rotating DC field, a hybrid of the transverse and axial fields, the impact of contact resistivity on the demagnetization rate exhibits combined characteristics of the transverse and axial components. Besides, quantitative prediction on the demagnetization rate of NI PCM coil under external AC field is instructive for practical designs and operations, which is tried by this 3D FEM model, and a comparison with experimental result is conducted.