EPAM Systems announced the launch of Empathy Lab in Europe, an AI-native agency built upon EPAM’s 30-year foundation of pioneering advanced technology solutions for global brands. Powered by industry-leading data scientists, technologists, AI experts, marketing strategists and creatives, Empathy Lab by EPAM addresses the challenges that brand and business leaders face in a market shaped by artificial intelligence.
“The role of today’s Chief Marketing Officer (CMO) has expanded far beyond traditional marketing, requiring mastery of data, technology, customer experience and business strategy, with higher accountability for revenue and ROI,” said Elaina Shekhter, Chief Marketing and Strategy Officer, EPAM. “To help CMOs with this increasing complexity, we’re launching Empathy Lab – a digital agency with an AI-first foundation and top creative and technical talent – to empower senior marketing and digital leaders with personalized hybrid experiences that deepen customer engagement and deliver measurable growth results.”
Inspired by the belief that true brand connection is rooted in empathy, Empathy Lab was created to help brands harness the power of AI, connected data and human creativity to foster deeper connections with consumers. By anticipating needs and detecting emotional cues, brands can design personalized, human-centered interactions that turn empathy into brand differentiation and growth.
While rolling out as a new brand across all major European markets, Empathy Lab’s launch involves the rebranding of EPAM’s existing digital and marketing agency, Emakina, in Belgium and the Netherlands. Having become part of EPAM through the acquisition of Emakina Group in 2021, Emakina’s network of agencies has since played an instrumental role in driving the growth of EPAM’s Digital Engagement Practice, strengthening the Company’s expertise in creative services and data-driven customer experience.
With a focus on strategic consultancy and the development of new tech and data-enabled capabilities, Empathy Lab will offer Chief Marketing Officers (CMOs) and Chief Digital Officers (CDOs) a suite of revenue-accelerating solutions, including:
–Total commerce: Building revenue and margin by creating the opportunity for customers to transact on their terms, making every interaction a potential shoppable moment.
–Intelligent products: Driving business growth by creating smart products and services that fill gaps in the market.
–Omni-modal experiences: Designing unique and personalized customer experiences at every point of contact, whether online, in-store or in virtual spaces.
–Generative loyalty: Growing customer lifetime value by pairing creativity with cutting-edge tech to offer personalized rewards and incentives at the right time.
–Next-gen marketing: Transforming fragmented marketing capabilities into responsive ecosystems that speak to each customer, even when reaching millions.
“We believe the industry has been headed in the wrong direction,” said Kevin Labick, SVP, Digital Engagement, EPAM. “The true power of AI isn’t simply the automation of tasks; it’s the elevation of human creativity and connection. Empathy Lab’s mission is to set brands and brand leaders free to create, listen and engage more deeply than ever before.”
