Bouygues Telecom (EU:EN) has integrated an AI-powered advertising solution from Perion Network (NASDAQ:PERI) into its marketing operations, helping reduce customer acquisition costs by 34% and lowering campaign carbon intensity by 51%, according to a statement released by Perion.
The telecoms operator, which serves more than 30 million customers, deployed Perion’s Outmax AI agent as part of its Fiber-to-the-Home advertising campaign while continuing to access premium advertising inventory and improving engagement performance.
AI system adjusted campaigns in real time
Perion said the Outmax platform operated within Meta’s advertising ecosystem, dynamically modifying campaign execution parameters and optimization priorities as objectives changed throughout the campaign cycle.
The AI tool simultaneously managed branding and performance marketing initiatives, optimizing activity across the full customer journey from audience engagement through to 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.”
Bouygues Telecom plans broader rollout
Following the initial deployment through Meta’s platform, Bouygues Telecom plans to expand the Outmax framework across additional advertising channels.
The company provides both mobile and fixed telecommunications services across France and operates as a subsidiary of the Bouygues group.
Perion highlights enterprise AI strategy
According to Perion, the Outmax platform differs from traditional platform-native optimization systems because it is designed to align directly with advertiser business objectives rather than focusing solely on platform metrics.
The company said the technology prioritizes acquisition cost efficiency, conversion performance and sustainability goals.
“This deployment is a clear demonstration of the direction of our strategy – embedding AI directly into enterprise media execution,” said Tal Jacobson, chief executive officer of Perion.
Perion is listed on both NASDAQ and the Tel Aviv Stock Exchange under the ticker PERI and provides AI-driven advertising technology across connected TV, digital out-of-home advertising, commerce media, retail media and social platforms.