Prateek Sinha of TheFifth.AI to decode how AI is rewriting the economics of OOH at OAC 2026

Prateek Sinha, Founder & CEO of TheFifth.AI joins OAC 2026 as a speaker for the session titled ‘Doing the X: How AI Rewrites the Economics of OOH.’ 

Prateek brings over two decades of experience across marketing, technology and commercial strategy. Prior to founding TheFifth.AI, he spent 12 years at Meta, where he was among the company’s earliest Performance Marketing leaders and most recently led Meta India’s Retail & E-commerce business, partnering with more than 85 companies and over 200 leading consumer brands to accelerate digital growth and business transformation. 

Through TheFifth.AI, Prateek currently advises some of India’s fastest-growing consumer businesses on applying artificial intelligence across marketing, media, measurement, retail and organisational decision-making. His work focuses on helping companies move beyond AI experimentation and translate emerging technologies into tangible business outcomes. 

At OAC 2026, Prateek’s session will examine how AI is fundamentally changing the economics of advertising and what that means for the future of Out-of-Home. As the medium increasingly moves towards intelligent planning, dynamic optimisation, audience measurement and outcome-driven accountability, artificial intelligence is emerging as a key enabler in making OOH smarter, faster and significantly more measurable. 

A strong advocate of practical AI adoption, Prateek believes that the greatest opportunity presented by AI lies not in replacing human capabilities, but in augmenting them, empowering organisations to make better decisions and unlock new avenues of growth. 

The 20th edition of OAC will be held on 24-25 July 2026 at the Grand Hyatt, Goa, bringing together marketers, media owners, agencies and technology leaders under this year’s theme, ‘Do The X!’.