Empathy Lab is the brand partner for a new era. Backed by EPAM, we have a 30-year advantage in transforming brands that see beyond the hype. We’re here to help you harness this wave of change, with creativity, technology, fresh processes and an entirely new way of working that leaves your competition in the dust.
We orchestrate complexity to unlock creativity that compounds over time, powered by AI systems designed for real-world growth.
Craft for feeling. Build for growth. Join us at Cannes Lions 2026.
Creativity without a system is just a spark. A system without creativity is just machinery. The brands winning right now have learned to ignite both.
Bringing GenAI creativity to life with IAMS pet food
IAMS wanted to inspire pet adoption in a way people wouldn’t forget. So, collaborating closely with IAMS' creative agency, Adam&EveDDB, we helped build a GenAI video tool that transformed personal stories into emotionally charged movie trailers.
Innovation in marketing effectiveness measurement with Mars
As a CPG, how do you build a better link between your media investment and incremental in-store sales? That was the challenge Mars set out to solve.
We took fans inside the Mind of a BOSS, with Apple Vision Pro
Together with HUGO BOSS, we launched Step Inside the Mind of a Boss: an immersive, adrenaline-fuelled experience that takes motor racing fans beyond the grandstand and into the cockpit.
Lessons from the Barbican: key takeouts from Innovation Day London
AI Made Real: from ambitious ideas to the reality of execution.
The Growth Operating System: a blueprint for growth in an AI-mediated world
This paper examines why marketing leadership is becoming the operating system for enterprise growth. We get practical with how AI can be operationalized to drive brand performance, informed by expert analysis and real-world client perspectives.
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"We build AI that learns fast and adapts in real time. But we also understand that smart technology without creative thinking is just expensive automation.
So we bring together strategy, data, creativity, and engineering to build brands that actually think, not just talk."
Ben Hall
VP, Go-To-Market, North America