Empathy Lab

Empathy Lab, a privately owned company headquartered in Belgium, was launched in early 2025 by EPAM Systems, which rebranded and merged established creative and digital firms under its umbrella, including Emakina and The Reference. Operating with approximately 250 employees, the company reported $16.6M in revenue as of 2024. As an "AI-native" marketing and technology agency, Empathy Lab specializes in marketing services, positioning itself at the intersection of data science, engineering, and human-centered design. The company's mission is to help brands transition from reactive marketing to proactive customer orchestration by utilizing Generative AI and machine learning to detect emotional cues and automate personalized consumer interactions at scale. Its service portfolio includes AI-powered media planning, generative loyalty programs such as blockchain-based rewards for HUGO BOSS, omni-modal experience design, and the development of intelligent products that leverage real-time data to foster deeper connections between brands and people.