More companies are turning to artificial intelligence to make their media buying more effective and efficient.
Since high-end gym Orangetheory launched its AI platform in December, the gym franchise has decreased its cost per lead from $20 to $8, according to Kevin Keith, chief brand officer at Orangetheory. As such, the growing company has quadrupled its media spend, with a majority of it directed toward AI. Keith said AI isn’t only bringing down costs but also producing more high-quality leads — 218 percent more, in fact.
