Empathy Lab

Empathy Lab, a privately owned company and subsidiary of EPAM Systems, is headquartered in Belgium. Founded in 2025, the company launched as an AI-focused marketing and technology agency, formed by rebranding and merging established creative and digital firms under the EPAM umbrella, notably Emakina and The Reference. With approximately 250 employees, Empathy Lab reported $16.6M in revenue as of 2024. The company specializes in marketing services, positioning itself at the intersection of data science, engineering, and human-centered design. It helps brands transition from reactive marketing to proactive customer orchestration using Generative AI and machine learning to detect emotional cues and automate personalized consumer interactions at scale. Empathy Lab's 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.