How AI is radically changing the role of the CMO

Today’s Chief Marketing Officer (CMO) faces unprecedented challenges but also exciting opportunities. Empathy Lab, the new AI-native agency from EPAM, helps marketers use AI, data and creativity to create deeper connections with their customers.

AI is transforming marketing

AI is completely reshaping the way brands communicate. Where CMOs once focused mainly on storytelling and branding, they now face a much broader challenge. AI not only allows brands to tailor messaging to personal preferences, behaviors and needs, but also to detect emotional signals and respond in real-time through conversational interactions. Given these expanded capabilities, the world of marketing needs an agency that’s built for what’s next, not what’s been.

A new type of agency

"CMOs need partners who can bridge the gap between AI and brand experience," says Sjoerd van Gelderen, VP Digital Engagement. "Empathy Lab combines storytelling with hyper-personalized technology, enabling brands to create real impact."


Empathy Lab is part of EPAM, a technology powerhouse with over 55,000 engineers worldwide. Together with creative talent from Emakina, the new agency offers technologically advanced solutions with an empathetic touch – serving brands like Joe & The Juice and WWF.

The CMO as a change manager

Beyond being brand builders, CMOs are increasingly strategists leading transformation. AI brings opportunities but also critical questions:


• How do you implement AI in an organization?
• How do you safeguard ethics and brand integrity?

According to Patrick van der Vliet, Senior Director Experience Consultancy, Empathy Lab supports CMOs in this end-to-end transformation – from strategic development to creative execution. "A great example is our business case for HUGO BOSS, where AI and blockchain come together in an innovative loyalty program."

"For years, we talked about personalization, but we forgot the person."

The human touch

The power of AI lies in personalization, but without empathy, it loses its impact. Empathy Lab believes that the future of marketing revolves around technology that understands context and enriches customer interactions.


"For years, we talked about personalization, but we forgot the person," says Van der Vliet. "By combining high-tech with high-touch, Empathy Lab ensures that brands remain not just data-driven but also deeply human."


Empathy Lab proves that AI and empathy are not opposites – they reinforce each other. The future of marketing lies in this synergy, and the CMO plays the leading role.

Read the full article in Dutch