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, the company reported $16.6M in revenue as of 2024. The company functions as an AI-native marketing and technology agency, formed by rebranding and merging creative and digital firms under the EPAM umbrella, including Emakina and The Reference. It operates at the intersection of data science, engineering, and human-centered design, aiming to help brands transition from reactive marketing to proactive customer orchestration. This is achieved by utilizing Generative AI and machine learning to detect emotional cues and automate personalized consumer interactions at scale. Empathy Lab's service portfolio encompasses 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 connections between brands and people.