EPAM Expands AI-Focused Empathy Lab to North America
Event summary
- EPAM launched its AI-native Empathy Lab in North America on February 17, 2026, following a successful European debut.
- The lab helps CMOs integrate marketing, product, and technology through AI-powered platforms grounded in human insight.
- EPAM appointed Ben Hall as Head of Empathy Lab for North America, bringing over 20 years of experience in enterprise growth.
- Empathy Lab has developed AI-powered accelerators for clients like Mars, a UK supermarket chain, and Reckitt.
The big picture
EPAM's expansion of Empathy Lab into North America reflects the growing pressure on CMOs to rethink marketing strategies in an AI-driven economy. The move comes as brands face the challenge of balancing automation with emotional connection and differentiation. Empathy Lab's success in Europe, with clients like Mars and Reckitt, suggests a potential for significant impact in the North American market, where the demand for integrated, AI-powered marketing solutions is rising.
What we're watching
- Market Adoption
- The pace at which North American CMOs will embrace Empathy Lab's human-centered AI approach.
- Competitive Positioning
- Whether EPAM can differentiate itself from competitors like Tata Consulting Services and R/GA in the AI-driven marketing space.
- Strategic Integration
- How effectively Empathy Lab can integrate creativity, technology, and human insight to drive long-term customer relationships.
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