Stop talking about AI… it’s time to DOOH it!

Deep Dive: practical AI in DOOH – WOO Central European Forum, Warsaw, 21–23 October 2026

We’re past the “what is AI?” phase and firmly on the “how do we use it?” journey. The final Deep Dive session at the WOO Central European Forum in Warsaw puts practical AI in DOOH under the microscope, hosted by Go2Digital’s Dean Udatny and WOO Creative in Residence Dino Burbidge.

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DOOH has come a long way in a relatively short time. Since its introduction in the early 2000s, progress was speedy yet steady, making relatively logical leaps from static digital screens, to full motion, the introduction of programmatic in the 2010s, not to mention the addition of sensors and special whizz-bang that made DOOH the go-to for innovators and award hunters alike.

Then the new kid on the block arrived… AI. As early as 2015, machine learning was being used to detect, predict and segment audiences. The early 2020s saw fledgling attempts to generate creative in real-time, often from pre-set templates. The real explosion happened three years ago, when ChatGPT emerged and showed AI wasn’t just for data nerds. It became a creative tool. It became an everything tool. Its potential was (and still is) seemingly endless. The future belongs to the brave… or in this case, those who can work out how to use AI effectively.

Many OOH owners and agencies have embraced AI in their processes to some extent. Some for pitching ideas or planning campaigns, others for creative, some for reporting, and frankly, anything in-between. The depth of knowledge is equally as varied. Some acknowledge it’s used “somewhere in the company”, while others can barely function without using an AI automation, assistant or agent. In short, we’re past the “what is AI?” phase and firmly on the “how do we use it?” journey.

An example-rich exploration of AI in DOOH

For those looking to dig a little deeper, the upcoming WOO Central European Forum in Warsaw has exactly what you need. The last of the three Deep Dive sessions is focused on practical use of AI in DOOH. Hosted by Dean Udatny – Director of Special Projects & Programmatic Operations at Croatia’s Go2Digital – and WOO’s very own Creative in Residence, Dino Burbidge, it will be an example-rich exploration of where and how AI can be used in DOOH campaigns.

To keep it simple, Dean and Dino will draw inspiration from the four key elements of autonomous systems… sensing, understanding, acting and learning. Each step is directly relevant to AI in DOOH.

While these four elements form the theory backbone, DOOH leaders like Go2Digital have learned what works through real-world, client-led campaigns. Dean will share unique, behind-the-scenes insights about how the multi-award-winning Go2Digital campaigns were made, how and when to deploy AI, and important hints, tips and watch-outs.

Dogvertising – Go2Digital’s Cannes Lions Bronze winner: the screen senses a passing dog and responds

Your Posture Is Your Future – Cannes Lions finalist and WOO Global Award winner: the screen reads and responds to posture in real time

Where does the AI brain live? Site and audience data mapped as vectors – the kind of model that lets a screen decide what to do next

For each of the four areas, Dino will jump in with practical AI examples, technologies, tools and processes to inspire your own AI DOOH campaigns. How can a billboard “see”? How does it decide what to do next? Where does the AI brain live? Which AI models are right for your idea? And how much do tokens really cost anyway?

The questions that rarely get answered

AI Anxiety Meter – a screen that measures how worried you are about AI. Trust, labelling and the human questions close the session

With all the power and potential of AI ahead of us, there are some fundamental questions that are asked, but rarely answered in a way that is relevant to the OOH industry.

The final section of the session will tackle these head-on. From trust, and complying with the new AI labelling laws, to the inevitable questions about how AI will affect the traditional roles within the wider DOOH industry.

If you’re still unsure what role AI can play in DOOH creative and innovation and want some basic building blocks, or you’re already on your AI DOOH journey and want to find new inspiration, this session is for you.

Your Deep Dive hosts

WOO Creative in Residence

Dino Burbidge

CEO, Dinova Ltd.

Dino Burbidge is a BAFTA-winning innovator and OOH mischief maker. He’s known for applying unconventional thinking, creativity and curveballs to everything from billboards to theme park rides. With a career spanning Sky, the BBC, Disney, WCRS, Little Dot Studios and many high-impact startups, Dino works at the intersection of technology, creativity and consumer strategy – often bridging product worlds that rarely meet.

Dino’s world revolves around a single question… “what if?”. What if we approached this problem from a different angle? What if tomorrow’s tools could solve today’s challenges? What if we did what they say we can’t?

Whether helping reduce content piracy across Europe, reimagining the future of the TV remote control, or using billboards to drive awareness of domestic abuse, Dino now brings this curiosity-driven mindset to new and opportunity-rich domains far beyond his own – helping teams focused on content creation, product development, business transformation and physical experiences unlock fresh perspectives.

Deep Dive host

Dean Udatny

Director of Special Projects & Programmatic Operations, Go2Digital

Dean Udatny is a media and DOOH executive with 20+ years of experience across publishing, advertising and digital transformation. As Director of Strategy & Programmatic Operations at Go2Digital Croatia, he focuses on AI, programmatic, audience measurement and interactive technology. His work includes internationally awarded projects such as Dogvertising, a Cannes Lions Bronze winner, and Your Posture Is Your Future, a Cannes Lions finalist and WOO Global Award winner.

As a member of the WOO Sustainability Task Force, he helps evolve OOH into a more intelligent, measurable, sustainable and connected medium.

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