Speaking at the World Out-of-home Organization’s (WOO) Annual Congress in London, Jean-François Decaux called for industry leaders to ‘get real’.

Google is also now required to ensure that publisher content is “properly attributed, using clear links, in AI-generated results”. The tech giant will have nine months to implement changes.

OOH planning is moving away from static targeting models, toward a more behavioural understanding of audiences. Successful brands combine behavioural intelligence, contextual understanding and AI-powered decisioning to build a clearer picture of what consumers are likely to do next.

With open standards, OOH’s programmatic benefits would scale effortlessly into fully agentic workflows, where AI agents autonomously optimise across the entire campaign lifecycle.

Future generations are explicit about what they want from work: meaningful development, a sense of voice, flexibility and leaders who invest in them as individuals. Agencies that are building for the future are taking this seriously.