EPAM Expands AI Agency to North America
What happened
Digital transformation firm EPAM Systems is expanding its AI-native agency, Empathy Lab, into the North American market following a successful European launch. The agency aims to help Chief Marketing Officers unify marketing, product, and technology by using AI-powered platforms grounded in human insight to accelerate business growth.
Why it matters
- The North American expansion follows the agency's European launch in 2025. - To establish its European presence, EPAM rebranded its existing digital and marketing agencies, Emakina in Belgium and the Netherlands, and The Reference in Belgium, as Empathy Lab. - Ben Hall has been appointed as the Head of Empathy Lab for North America to lead the growth across the United States and Canada. - Elaina Shekhter, the Chief Marketing and Strategy Officer at EPAM, noted that the role of the CMO has evolved to require a mastery of data, technology, and customer experience with a higher level of accountability for revenue and ROI. - The agency's work in Europe includes projects such as conducting synthetic audience research for Mars and developing an integrated AI operating system for over 700 marketers at Reckitt. - Empathy Lab aims to create more human-like experiences with AI by anticipating needs and detecting emotional cues to design personalized interactions. - The agency is composed of data scientists, AI experts, technologists, strategists, and creatives. - Empathy Lab focuses on several key areas including "total commerce," "intelligent products," "omni-modal experiences," "generative loyalty," and "next-gen marketing".
Key numbers
- - The North American expansion follows the agency's European launch in 2025.
- The agency's work in Europe includes projects such as conducting synthetic audience research for Mars and developing an integrated AI operating system for over 700 marketers at Reckitt.
What happens next
- The North American expansion follows the agency's European launch in 2025.
- Empathy Lab aims to create more human-like experiences with AI by anticipating needs and detecting emotional cues to design personalized interactions.
- Empathy Lab focuses on several key areas including "total commerce," "intelligent products," "omni-modal experiences," "generative loyalty," and "next-gen marketing".
Quick answers
What happened in EPAM Expands AI Agency to North America?
Digital transformation firm EPAM Systems is expanding its AI-native agency, Empathy Lab, into the North American market following a successful European launch. The agency aims to help Chief Marketing Officers unify marketing, product, and technology by using AI-powered platforms grounded in human insight to accelerate business growth.
Why does EPAM Expands AI Agency to North America matter?
The North American expansion follows the agency's European launch in 2025. To establish its European presence, EPAM rebranded its existing digital and marketing agencies, Emakina in Belgium and the Netherlands, and The Reference in Belgium, as Empathy Lab. Ben Hall has been appointed as the Head of Empathy Lab for North America to lead the growth across the United States and Canada. Elaina Shekhter, the Chief Marketing and Strategy Officer at EPAM, noted that the role of the CMO has evolved to require a mastery of data, technology, and customer experience with a higher level of accountability for revenue and ROI. The agency's work in Europe includes projects such as conducting synthetic audience research for Mars and developing an integrated AI operating system for over 700 marketers at Reckitt. Empathy Lab aims to create more human-like experiences with AI by anticipating needs and detecting emotional cues to design personalized interactions. The agency is composed of data scientists, AI experts, technologists, strategists, and creatives. Empathy Lab focuses on several key areas including "total commerce," "intelligent products," "omni-modal experiences," "generative loyalty," and "next-gen marketing".
