<![CDATA[Growing adoption of digital platforms has made Artificial Intelligence (AI) a central driver of competitive strategy in e-commerce. Despite this widespread use, studies that simultaneously evaluate AI’s contribution to consumer segmentation precision and sales outcomes remain scarce, especially within the Indonesian market. This research examines how AI shapes segmentation quality and, in turn, whether improved segmentation translates into stronger sales results on the Shopee platform. Using a quantitative-associative design, structured questionnaires were administered to 120 purposively selected active Shopee users. The data were processed through multiple linear regression, partial and simultaneous significance tests, goodness-of-fit measurement (R²), and mediation testing via path analysis (Hayes PROCESS macro, Model 4, with 5,000 bootstrap resamples) in SPSS. Findings confirm that AI adoption meaningfully enhances the precision of consumer grouping, and that well-executed segmentation in turn lifts sales outcomes. Beyond this indirect channel, AI also produces a statistically significant direct effect on sales performance. These results enrich the body of knowledge on technology-driven marketing and offer actionable direction for e-commerce managers seeking to harness AI as a lever for sharper targeting and sustained revenue growth.]]>
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