EPAM Systems Inc. Launches Empathy Lab in North America: A New Era for AI-Driven Marketing

On February 17, 2026, EPAM Systems, Inc. (NYSE: EPAM), a frontrunner in digital and AI transformation, announced the North American launch of its innovative agency, Empathy Lab. This AI-native agency aims to assist Chief Marketing Officers (CMOs) in navigating the rapidly evolving landscape of marketing driven by artificial intelligence (AI). The establishment of Empathy Lab in North America marks a significant step in EPAM's efforts to provide brands with an integrated approach to marketing that prioritizes human connection and empathy.

As consumer behaviors undergo substantial changes owing to advancements in AI, CMOs face mounting pressure to rethink traditional marketing strategies. The shift from incremental automation to a more holistic integration of creativity, data, and technology is not merely a trend but a necessity in today's market. Empathy Lab is designed to help marketing and digital leaders create interconnected systems that bolster brand differentiation while fostering enduring customer relationships.

Elaina Shekhter, Senior Vice President and Chief Marketing & Strategy Officer at EPAM, stated, “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.” The launch of Empathy Lab in North America is a response to this challenge, aiming to help marketing organizations bridge siloed functions and embed empathy into AI-powered experiences.

The North American launch of Empathy Lab is a continuation of its successful introduction in Europe in 2025. During its inaugural year, the agency collaborated with global brands and leading agency groups, emphasizing the need for partners who can design and implement sophisticated marketing capabilities. Empathy Lab combines EPAM's technical expertise with a human-centered approach, ensuring that brands can adapt to the demands of an AI-driven economy.

Empathy Lab has developed a suite of AI-powered accelerators that cater to every stage of the marketing lifecycle, from insights and planning to content creation, commerce, media engagement, and performance measurement. Notable collaborations include:

To spearhead the North American expansion of Empathy Lab, EPAM has appointed Ben Hall as the Head of Empathy Lab for North America. With over 20 years of experience in driving enterprise growth at global creative and technology organizations, Hall is well-positioned to lead this initiative. He expressed enthusiasm for bringing the agency's vision to North America, recognizing the urgency for marketing and technology leaders to modernize their operations in response to AI-driven changes.

Hall noted, “CMOs recognize the shift toward AI-driven marketing is happening, but many are overwhelmed by fragmented pilots, multiple vendors, and the absence of a clear operating model.” Empathy Lab is crafted to address these challenges by integrating creativity, technology, and human insight to enable marketing leaders to scale automation while enhancing customer understanding.

The launch of Empathy Lab in North America signifies a pivotal moment in the evolution of marketing strategies. By emphasizing empathy and human connection in an era increasingly defined by AI, EPAM Systems is setting the stage for CMOs to navigate the complexities of modern marketing effectively. As brands prepare for the future, the focus will shift from mere efficiency to a more orchestrated approach that prioritizes consumer engagement and emotional connection.

For further information about Empathy Lab and its offerings, visit empathylab.com or EPAM's official website at epam.com.