#Netherlands #Amsterdam #EPAM Systems #Empathy Lab #AI-native

EPAM Introduces Empathy Lab: A New Era for Digital Marketing

On February 25, 2025, EPAM Systems, Inc. announced the launch of its latest venture, Empathy Lab, a pioneering AI-native agency created to assist Chief Marketing Officers (CMOs) in navigating the new complexities posed by advancing technology and customer experience demands. Empathy Lab, developed from EPAM's extensive experience spanning three decades in digital transformation and product engineering, is designed to revolutionize how brands engage with their customers.

Empathy Lab is not just another agency; it stands as a beacon of innovation, supported by a diverse team of experts, including data scientists, AI professionals, technologists, marketing strategists, and creative thinkers. These professionals collaborate seamlessly to create solutions tailored for brands confronting the challenges brought forth by artificial intelligence in the marketplace.

Elaina Shekhter, Chief Marketing and Strategy Officer at EPAM, emphasized the current evolving role of the CMO, which extends beyond traditional marketing to encompass data, technology, customer experience, and business strategy. This signifies a growing responsibility for revenue and ROI among marketing leaders. The aim of Empathy Lab is to equip CMO's with comprehensive solutions that bridge creativity and technical prowess through an AI-first approach, facilitating enriching customer interactions and driving measurable business growth.

The Core Philosophy of Empathy Lab

The core belief driving Empathy Lab is that true brand connection stems from empathy. The agency harnesses AI, connected data, and human ingenuity to craft personalized interactions, catering precisely to customer needs and emotional cues. This approach ensures brands can design engaging, human-centered experiences that foster long-term loyalty and market differentiation.

Moreover, Empathy Lab's inception marks an important transition for the digital marketing agency Emakina, which will now operate under this new branding across Belgium and the Netherlands. Since being acquired by EPAM in 2021, Emakina has played a crucial role in empowering EPAM’s Digital Engagement Practice, enhancing its expertise in creative services and data-driven customer experiences.

Tailored Solutions for Marketing Leaders

Empathy Lab offers a suite of revenue-enhancing solutions tailored specifically for CMOs and Chief Digital Officers (CDOs). These innovations include:

• - Total Commerce: Optimizing revenue and margins by enabling customers to decide the timing and manner of their transactions, transforming every interaction into a potential purchase moment.
• - Intelligent Products: Driving business growth by creating smart products and services that capitalize on market opportunities.
• - Omni-Modal Experience: Delivering personalized customer experiences across all channels—online, physical, and virtual.
• - Generative Loyalty: Enhancing long-term customer value through a harmonious blend of creativity and advanced technology, offering personalized rewards and incentives.
• - Next-Gen Marketing: Integrating marketing efforts into a flexible, real-time framework that adapts to the individual needs of customers, even at scale.

Kevin Labick, Senior Vice President of Digital Engagement at EPAM, noted, “The industry is heading down the wrong path. The real potential of AI lies not just in automating tasks but in enhancing human creativity and connection. The mission of Empathy Lab is to empower brands and market leaders to create, listen, and engage deeper than ever before.”

For those curious about this innovative agency, more information can be found at www.empathylab.com.

Conclusion

Ultimately, Empathy Lab represents a significant leap forward in the way businesses interact with their customers in a rapidly evolving digital landscape. By tapping into the potential of AI and fostering a culture of empathy at scale, EPAM is not merely keeping up with industry trends but is instead setting the stage for a more connected and personalized marketing future.