# Empathy Lab by EPAM

> Empathy Lab by EPAM combines brand strategy, creative services, data, AI and engineering across marketing, commerce and loyalty. Launched in Europe in 2025 through a rebrand of Emakina teams, it expanded into North America in February 2026. Published work includes Reckitt, Mars, Joe & The Juice, IAMS and HUGO BOSS.

- **Founded:** 2025
- **Founders:** EPAM Systems, Inc. (Parent company that launched the agency brand in 2025)
- **Products:** Marketing, Commerce, Loyalty, Synthetic Audiences, Genesis Marketing Platform
- **Notable:** Expanded from its 2025 European launch into North America on February 17, 2026., Included in Emerce 100 2025 in the large full-service digital agency category., IAMS case study reports over 8,500 generated videos in less than two months.

## Products & services

- **Marketing** — Brand strategy, content, media, data and AI-enabled marketing systems.
- **Commerce** — Experience design and engineering for connected shopping, ordering and transactions.
- **Loyalty** — Customer strategy, personalized rewards and connected loyalty experiences.
- **Synthetic Audiences** — Generative AI personas used to augment consumer and product research; demonstrated with Mars.
- **Genesis Marketing Platform** — Client platform built with Reckitt to connect AI-supported marketing workflows; not a public retail subscription product.
- **I Want a Puppy/Kitten** — IAMS campaign experience turning questionnaire responses into personalized video trailers.

## Achievements

- Expanded from its 2025 European launch into North America on February 17, 2026.
- Included in Emerce 100 2025 in the large full-service digital agency category.
- IAMS case study reports over 8,500 generated videos in less than two months.
- TUI Smiles Rewards Club, with Empathy Lab by EPAM, won Best Loyalty Newcomer in Europe at the 2026 European Loyalty Awards.

## Latest updates

- **2026-02** — North American launch announced; Ben Hall appointed to lead growth in the US and Canada.
- **2026-03** — David Billings discussed connected marketing operating systems in an Adformatie advertorial dated March 25.
- **2026-05** — EPAM discussed the combined engineering and agency proposition in Two Brands, One Growth Engine.
- **2026-09** — European Loyalty Awards coverage named TUI Smiles Rewards Club, with Empathy Lab by EPAM, the winner of Best Loyalty Newcomer in Europe.

## Links

- Website: https://www.empathylab.com/
- LinkedIn: https://www.linkedin.com/company/empathy-lab-by-epam/

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Profile page: https://yespress.io/empathy-lab-by-epam
Published by YesPress — https://yespress.io
Last updated: 2026-10-23