Empathy Lab

Empathy Lab, a privately owned company headquartered in Belgium and a subsidiary of EPAM Systems, was founded in 2025. With approximately 250 employees, it reported $16.6M in revenue as of 2024. The company specializes in marketing services, operating as an AI-native marketing and technology agency. Launched by EPAM Systems in early 2025, Empathy Lab was formed by rebranding and merging creative and digital firms under the EPAM umbrella, including Emakina, also known as The User Agency, and The Reference. The agency operates at the intersection of data science, engineering, and human-centered design. Its 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. The service portfolio encompasses AI-powered media planning, generative loyalty programs such as blockchain-based rewards for clients like HUGO BOSS, omni-modal experience design, and the development of products that leverage real-time data to foster connections between brands and people.