First published in Adformatie

 

How Empathy Lab helps brands leverage AI strategically and creatively.

 

Adformatie interviews Empathy Lab’s Sjoerd Van Gelderen and Patrick van der Vliet.

 

Apr 14, 2025

“Brands that use AI strategically and empathetically will be the winners of tomorrow,” says Sjoerd van Gelderen, VP of Digital Engagement at Empathy Lab. “The challenge for CMOs is not whether to use AI, but how to deploy it in a way that deepens brand engagement and strengthens customer relationships.”

Empathy Lab was born from EPAM Systems, a global technology company with over 55,000 employees specializing in software development, data engineering, and digital transformation. Recognized by research firms such as Gartner and Forrester for enterprise-level technology, EPAM provides Empathy Lab with strong technological capabilities, which it combines with creative and strategic marketing expertise.

Van Gelderen and Senior Director of Immersive Experiences and Technology, Patrick van der Vliet, both led their own agencies before becoming part of Emakina. Van Gelderen founded Relevant, while Van der Vliet headed Merge Media. Both companies merged with Emakina Netherlands in 2013. “Since EPAM’s acquisition of Emakina in 2021, we have been working with a global team of AI experts, data scientists, and creative strategists to create AI-native experiences,” says Van der Vliet. “It’s about combining AI-driven automation with human interaction.”

AI as a strategic instrument

AI is driving fundamental changes in marketing, say Van Gelderen and Van der Vliet. This requires CMOs to integrate technology not just operationally, but also strategically and creatively. “Traditional agencies largely depend on existing tools and external partners,” says Van Gelderen. “EPAM’s approach is clear: we have the best people from around the world at our disposal. Software architects, data scientists, and AI experts work directly with creative and marketing professionals.”

One example is the loyalty program for HUGO BOSS, which uses blockchain for a tokenized loyalty system (see box). “This program goes far beyond traditional loyalty points,” explains Van der Vliet. “Customers can collect unique experiences and digital collectibles and even contribute to product development.”

Empathy Lab can execute a program of this scale thanks to EPAM’s blockchain expertise. “We combine this technological knowledge with brand strategy, business strategy, and customer-centric thinking.”

Hyper-personalization 

Empathy Lab sees strong growth in demand for hyper-personalization, especially in customer engagement, loyalty, and commerce. “Retailers and brands want to engage with customers at the right moment with the right message,” says Van Gelderen. “We work with AI accelerators and our 3,000-strong data practice to enable advanced personalization. Our proprietary AI integration platform also ensures that data is always secure.”

Empathy Lab is currently working with clients such as Joe & The Juice, Reckitt, and WWF. “For these brands, we develop AI solutions that are not only smart but also genuinely empathetic,” says Van Gelderen.

The human factor in AI

Many AI solutions focus on automation and cost reduction, but Empathy Lab prioritizes the human side of AI. “AI should not only take over tasks but also enrich the interaction between brands and consumers,” says Van Gelderen. “That’s why we call ourselves Empathy Lab. It’s about technology that understands where a customer is in their buying journey and enables real-time, meaningful interactions.” Van der Vliet adds, “Brands that implement AI without empathy create distance rather than connection. The future lies in technology that feels human, that understands why someone interacts and in what context.”

Beyond scalable AI solutions, Empathy Lab also works on high-end brand experiences. “For a fashion brand, we are developing in-store activations using Apple Vision Pro,” says Van der Vliet. “These mixed reality experiences take storytelling to a new level. It’s hyper-realistic and feels lifelike.” Empathy Lab also builds innovative retail concepts. “For a major U.S. telecom provider, we developed an entirely new retail concept. It goes beyond a physical store—we integrate digital touchpoints, AI, and 3D technology to create a seamless and immersive customer experience.”

The CMO as a navigator

The role of the CMO is becoming more complex, say Van Gelderen and Van der Vliet. “The landscape is broader than ever,” says Van Gelderen. “It used to be about branding and campaigns; now, a CMO must also manage data, technology, and customer experience. At the same time, traditional silos within organizations are disappearing, meaning CMOs must collaborate more closely with IT, data, and operations. This requires a new way of working and thinking. We help organizations transition smoothly and strategically use AI as a unifying factor.”

Empathy Lab helps brands navigate this new reality. “We guide CMOs and brands through strategic AI initiatives, ensuring technology is not used as a gimmick but as a powerful tool to enhance customer engagement and brand value sustainably,” says Van der Vliet.

“AI is going to fundamentally change the marketing world,” concludes Van Gelderen. “But the solution is not to remove the human factor. We need to use technology to make brands more human at scale. That is the future of marketing.”

How HUGO BOSS is redefining loyalty with blockchain

For HUGO BOSS, Empathy Lab developed a loyalty program that leverages blockchain technology. Customers receive not just traditional rewards but also exclusive experiences and digital collectibles. This allows them to not only accumulate points but actively participate in the brand experience.

The program, called HUGO BOSS XP, offers customers personalized benefits and the opportunity to unlock unique products and VIP experiences. Patrick van der Vliet from Empathy Lab explains, “By leveraging blockchain technology, we enhance transparency and gain deep insights into customer preferences and interests. Furthermore, we have implemented a gamification strategy aimed at driving improved customer engagement. The technology also enables us to seamlessly add partners to the HUGO BOSS ecosystem and, for example, introduce tokenized digital product passports.

Customers, for example, can check in with a single tap on their phone, be recognized in a store, and receive instant extra rewards.”

A future element in our loyalty program roadmap is co-creation, leveraging blockchain technology. “Gen Z customers, in particular, want to be involved. By brainstorming new products with customers, BOSS can strengthen its relationship with them. Through co-creation, the brand and the customer build value together. The beauty of blockchain is that it allows this collective value creation to be formally recognized worldwide. So if a customer contributes an idea, they could be acknowledged as the designer and even receive a share of the profits when the product is sold.”

The loyalty program is being rolled out globally and, within weeks of its launch, has already resulted in a significant increase in customer engagement, app downloads, and spending. Van der Vliet states, “HUGO BOSS understands that loyalty goes beyond transactions; it’s about building long-term, valuable relationships with customers.”

To read the full article in Dutch, visit Adformatie