IBM already has existing labs in Atlanta, Boston, Chicago and Toronto. These labs focus on integrating design, IBM research, strategy consulting and big data and are intended to help clients develop experiences and improve customer engagement by encouraging them to work alongside researchers, consultants and experts in experience design, mobile and digital marketing. IBM will commit to hiring more than 1,000 new employees to globally expand the practice.

The 10 new labs will be located in global locations including London, New York, Beijing, Tokyo, Mexico City and Sao Paulo. New research capabilities will also be opened.

“There’s no longer any real distinction between business strategy and the design of the user experience,” said Bridget van Kralingen, senior vice president of IBM Global Business Services.

“As our clients recalibrate what it means to engage with their customers or employees, we’re bringing them the full spectrum of world-class design and IBM Research, book-ended by strategy consulting and our strength in Big Data.”