“OOH is an industry that’s always thrived on innovation”

How is AI changing the future of OOH? In this backstage conversation with Media4Growth at OAC 2026, Prateek Sinha, Founder & Managing Partner of TheFifth.AI, shares why the outdoor advertising industry has always stayed relevant by constantly innovating and adapting to change. He believes AI is no longer a future trend but is already delivering real business impact across the OOH ecosystem. 

The candid chat also touches on the industry’s shift towards outcome-based advertising, where brands are looking beyond visibility and focusing on measurable business results. Prateek also shares his take on this year’s ‘Do the X’ theme and describes it as a powerful variable to keep evolving, challenge existing thinking, and stay open to new possibilities.