NEWTOWN, PA — EPAM Systems Inc. (NYSE: EPAM) announced the North American launch of Empathy Lab, an AI-focused marketing agency designed to help brands integrate data, technology and creative strategy as artificial intelligence reshapes consumer behavior.
The company said the launch follows Empathy Lab’s debut in Europe in 2025 and expands its services to clients across the United States and Canada.
According to EPAM, Empathy Lab aims to help chief marketing officers and digital leaders adapt to AI-driven changes in how consumers discover and purchase products, including the rise of AI search and agentic commerce.
“CMOs are now expected to use AI to bring product, technology, data and customer experience together in ways that simply weren’t part of the job before,” said Elaina Shekhter, senior vice president and chief marketing and strategy officer at EPAM.
She said the agency is intended to help marketing organizations connect previously siloed functions and scale AI-enabled operations.
David Billings, chief strategy officer at Empathy Lab, said the focus is moving beyond automation. “The bigger opportunity is using AI to connect insight, creativity and execution so teams can respond with agility and precision to changes in the market,” he said.
EPAM said Empathy Lab has developed AI-powered tools supporting marketing activities from planning and content creation to commerce and measurement.
Recent projects cited by the company include synthetic audience research for Mars, development of an agentic retail media platform for a U.K. supermarket chain, and deployment of AI marketing tools for more than 700 marketers at Reckitt.
To lead its North American expansion, EPAM appointed Ben Hall as head of Empathy Lab for North America. Hall previously held leadership roles at Tata Consultancy Services and R/GA.
EPAM, headquartered in Newtown, provides digital engineering and consulting services and has expanded its artificial intelligence offerings as part of its broader technology portfolio.
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