Prateek Sinha  is the Founder & CEO of TheFifth.AI, an AI-powered Marketing Transformation and Consumer Consulting firm built to help brands unlock profitable, scalable and sustainable growth through the intelligent application of AI, data, creativity and commercial strategy. 

Over the last two decades, Prateek has worked at the intersection of marketing, technology and business transformation. Prior to founding TheFifth.AI, he spent 12 years at Meta Inc., where he was among the company's earliest Performance Marketing leaders in India and most recently led Meta India's Retail & E-commerce business, partnering with over 85 companies and 200+ leading consumer brands across India to accelerate digital growth, measurement and business transformation. 

Today, through TheFifth.AI, he advises some of India's fastest-growing consumer businesses on applying AI across marketing, media, measurement, creative, retail, and organizational decision-making—helping leadership teams move beyond experimentation to real business outcomes. 

A strong advocate of practical AI adoption, Prateek believes the biggest opportunity AI presents is not replacing people,but augmenting human capability and enabling organisations to become faster, smarter and significantly more effective. His work focuses on translating emerging technologies into commercially viable operating models that leaders can adopt today.