Empathy Lab

Empathy Lab, a privately owned subsidiary of EPAM Systems headquartered in Belgium, was founded in 2025 and employs approximately 250 individuals. The company reported $16.6M in revenue as of 2024. Operating as an AI-native marketing and technology agency, Empathy Lab was formed by the rebranding and merger of established creative and digital firms under the EPAM umbrella, notably Emakina and The Reference. The agency focuses on the intersection of data science, engineering, and human-centered design to provide marketing services globally. Its mission involves assisting brands in transitioning from reactive marketing to proactive customer orchestration through the application of Generative AI and machine learning for detecting emotional cues and automating 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.