Bouygues Telecom cuts customer acquisition costs 34% with Perion AI tool

Bouygues Telecom deployed Perion Network Ltd.'s (NASDAQ: PERI) Outmax AI agent across its marketing campaigns, resulting in a 34% reduction in customer acquisition costs and a 51% decrease in campaign carbon intensity, according to a press release from Perion.

The French telecommunications operator, which serves more than 30 million customers, implemented the AI tool for its Fiber-to-the-Home campaign while maintaining access to premium advertising inventory and improving engagement metrics.

Outmax operated within Meta's platform, adjusting execution parameters in real time and shifting optimization priorities as campaign objectives evolved. The AI agent managed concurrent branding and performance campaigns, optimizing across the full marketing funnel from initial engagement to final conversion.

"Our objective was to improve acquisition efficiency while reducing the carbon intensity of our media. Outmax enabled both," said Rim El Bekkaoui, Head of Media Expertise at Bouygues Telecom. "The ability to shift KPIs in real time without disrupting performance gave us the confidence to extend this model across additional channels."

Following the initial Meta deployment, Bouygues Telecom plans to extend the Outmax framework to additional advertising channels. The telecommunications company operates mobile and fixed services across France and is a subsidiary of the Bouygues group.

Perion's AI agent differs from platform-native optimization tools by aligning with advertiser business outcomes rather than platform-defined metrics, according to the company. The tool targets acquisition cost, conversion efficiency, and sustainability objectives.

"This deployment is a clear demonstration of the direction of our strategy - embedding AI directly into enterprise media execution," said Tal Jacobson, CEO of Perion.

Perion trades on both NASDAQ and the Tel Aviv Stock Exchange under the ticker PERI. The company provides AI-native advertising technology across connected TV, digital out-of-home, commerce and retail media, and social platforms.

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