Bouygues Telecom Cuts Customer Acquisition Costs 34% With Perion's Outmax AI Marketing Agent

Bouygues Telecom, one of France’s largest telecom operators with more than 30 million customers across mobile and fixed services, deployed Perion Network’s Outmax AI agent across always-on marketing campaigns. The deployment cut customer acquisition costs by 34% on a Fiber-to-the-Home (FTTH) campaign and reduced campaign carbon intensity by 51%, according to a Perion SEC filing published May 13.

How Outmax Operates

Outmax functions as an autonomous execution layer embedded directly into enterprise marketing operations rather than as a standalone campaign tool. During the Bouygues deployment, it ran concurrent branding and performance campaigns within Meta’s advertising platform, dynamically shifting optimization priorities as campaign objectives evolved and adjusting execution parameters in real time across the full conversion funnel, according to the SEC filing.

The key distinction Perion draws is between platform-native optimization tools (which prioritize platform-defined metrics) and Outmax’s approach of aligning optimization directly with advertiser business outcomes: acquisition cost, conversion efficiency, and sustainability targets.

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

Expansion Beyond Meta

Following the initial Meta deployment, Bouygues Telecom is extending the Outmax framework into additional advertising channels. This cross-platform portability is central to Perion’s pitch: the agent operates inside closed advertising ecosystems (what Perion calls “Walled Gardens”) and recalibrates as business priorities shift, rather than being locked to a single platform’s optimization stack.

“This deployment is a clear demonstration of the direction of our strategy, embedding AI directly into enterprise media execution,” said Perion CEO Tal Jacobson, according to the SEC filing.

Telecom-Scale Agent Economics

The Bouygues deployment is one of the largest publicly reported AI agent deployments by customer base in the marketing vertical. Bouygues Telecom serves 27.1 million mobile customers and 5.3 million fixed customers in France, per the company’s disclosures in the filing.

The 34% CAC reduction and 51% carbon intensity cut represent measurable, reported outcomes at enterprise scale. As AI agents move from experimental deployments to revenue-generating marketing workflows, quantified results like these become the benchmark for whether autonomous execution delivers on its cost and efficiency promises.