Dutch was paying a marketing agency $50K a month for 5 pieces of content. They fired the agency and now after 4 months produce 50 pieces for less money. (That's both an opportunity and a risk for your business.)
Over those 4 months, each new customer cost them 20% less. Their Meta ad budget grew from 5% to 25% of total spend - because Dutch can now test more hypotheses and pick the ads that actually work. The money moved from production into ad rotation.
AI changes what's possible
Imagine a builder who needs to pour 100 square meters of foundation. Used to take a crew of 8 people a week. With a concrete pump, 2 builders do the same volume in a day.
The cost of concrete didn't change. The number of people needed to deliver it did. Dutch did the same thing with content. Ideas, strategy, brand voice still done by people. AI took over production and testing.
Are your contractors still "pouring concrete by hand" - or have they changed how they work? Think about what they're actually billing you for. Man hours or results? If you don't know the answer, it's worth finding out.
Don't draw conclusions ... yet
Fortune presents this case as proof that AI works. As in: swap your contractors for AI and you'll be fine. But 4 months of testing isn't enough to rule out seasonality or a novelty effect.