Empathy Lab expands into North America

NEWTOWN, PA, USA, February 17, 2026 – EPAM Systems, Inc. (NYSE: EPAM), a leading digital and AI transformation company, today announced the North American launch of Empathy Lab by EPAM, its AI-native agency designed to help brands build intelligent, human-centered growth systems in an era reshaped by AI.

As AI continues to transform how consumers discover, evaluate and buy, CMOs are under growing pressure to move beyond incremental automation and rethink how creativity, data and technology work together. Empathy Lab helps marketing and digital leaders orchestrate these as one connected system – enabling brands to protect differentiation, grow demand and build lasting customer relationships and scale.

The North America launch builds on a strong inaugural year in Europe, where Empathy Lab has partnered with global brands as well as with the world’s leading agency groups. These organizations are seeking a new type of partner capable of designing and building agentic platforms that support next-generation marketing capabilities – combining EPAM’s deep engineering expertise with a human-centered approach to growth, experience and decision-making.

“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, and many marketing organizations weren’t built for that challenging shift,” said Elaina Shekhter, Chief Marketing & Strategy Officer, EPAM. “We launched Empathy Lab to help CMOs navigate this change, reconnecting siloed functions and putting empathy at the center of every AI-powered experience. Bringing this proven approach to North America gives marketing and technology leaders a practical model to scale impact in an AI-driven economy.”

To read the full press release visit EPAM.com