Innovation

Experian’s groundbreaking generative AI-powered tool, Experian Assistant, has earned the prestigious 2025 BIG Innovation Award in the Products for Financial Services category. This recognition underscores Experian’s commitment to pushing the boundaries of innovation by helping businesses achieve success and enhancing consumer experiences. The BIG Innovation Awards, celebrated since 2011, honor organizations and solutions that redefine excellence through creativity and measurable impact. Experian Assistant was recognized for transforming how financial institutions approach data and analytics, enabling faster, smarter decision-making that enhances customer experiences and operational efficiency. Redefining Financial Services Integrated with the Experian Ascend Platform™, Experian Assistant functions as a 24/7 data expert, enabling financial institutions to optimize their credit and fraud models with ease. Using natural language processing (NLP), the virtual assistant guides users providing insights, recommendations and coding assistance. The impact is transformative: Experian Assistant cuts model-development timelines from months to just days— and even hours in some cases. By helping users analyze credit and fraud data, adjust model attributes and streamline workflows, it empowers organizations to innovate faster and make data-driven decisions with confidence. Powered by agentic AI technology, Experian Assistant reimagines how data scientists and analysts approach their work. It accelerates insights, fosters collaboration and empowers businesses to deliver exceptional customer experiences while reducing the time and resources needed to bring new initiatives to market. Driving Results Across Industries While tailored for financial services, Experian Assistant’s capabilities extend across industries. Businesses can leverage its tools for data exploration, model deployment, performance monitoring and faster time-to-market for new offerings. With Experian Assistant, users gain a powerful edge in scoring more consumers, optimizing processes and enhancing overall customer satisfaction. Recognized Excellence The 2025 BIG Innovation Awards spotlight trailblazers evaluated on creativity, impact and results by seasoned business leaders. This accolade solidifies Experian Assistant’s position as a game-changing solution in financial services and beyond.

As we kick off a new calendar year, there’s already a lot of buzz in terms of expected advances in tech, especially for artificial intelligence. And what about fraud? Fraud isn’t just keeping pace with technology—it’s racing ahead. As the digital world expands, so too do the cunning schemes of fraudsters, who are more innovative and relentless than ever before. With businesses and consumers increasingly at risk, staying a step ahead requires insight into what’s next. Today, we released our annual Future of Fraud Forecast to highlight five threats that could bring challenges this year for businesses and consumers. They include: Crypto highs and lows: Recent events have led to cryptocurrency like Bitcoin increasing dramatically in value. Experian forecasts that criminals will be more motivated to target consumers and crypto providers, leveraging tried-and-true schemes like investment and romance scams, as well as fake websites offering cryptocurrency in an attempt to swindle money from unsuspecting people hoping to ride the wave. Companies will need to leverage robust fraud prevention measures and provide educational resources for consumers to safeguard themselves from these scams. Pig butchering scams get meaty: A fraudster’s endgame is to make off with as much money as possible, and pig butchering scams are a prime way of doing so. Criminals will “fatten up” their victims by enticing them over time to participate in an investment scheme and then disappear with the money, leaving their victims with significant financial losses. This requires the fraudster to build a relationship with the victim and establish trust so they can convince them to hand over their bacon. While this type of scam already exists, Experian forecasts that criminals will find ways to produce results faster and in more convincing ways that will dupe people more easily and allow them to elude detection for longer. Is it a social media challenge or a crime? Social media has fueled viral products and trends that are typically great recommendations or life hacks. However, last year, a form of check fraud went viral that involved people recording themselves writing bad checks, depositing them at the ATM and withdrawing cash before the check bounced. Some participants in this trend may not have been fully aware of the repercussions. In reality, consumers were committing check fraud by joining the bandwagon. Experian predicts that social media users could perpetuate additional trendy financial fraud schemes with the fraudsters being everyday people instead of savvy criminals. Unhealthy password spraying: With the amount of personally identifiable information that healthcare companies have on consumers, Experian forecasts fraudsters will deploy large-scale password spraying cyberattacks using GenAI-created bots to attack healthcare companies at scale to gain access to a company’s systems and the personally identifiable information of employees and patients. Password spraying, also known as credential stuffing or credential guessing, is when an attacker applies a list of commonly used passwords against a list of accounts to guess the right password. This used to be done by humans but, as technology has become more sophisticated, so have the fraudsters. These attacks can now be fueled by GenAI — making the attacks exponentially larger, faster and harder to detect. A new generation of bots up the ante: Bot attacks are a well-known tactic used to defraud people and companies by carrying out repetitive instructions to perform a variety of fraud schemes. A new generation of bots has emerged, known as Gen4 bots. Typically built using AI tools and trained to emulate human behavior, these bots are notoriously more difficult to detect and have the potential to bypass firewalls and security with ease. Experian predicts that as Gen4 bot attacks grow, leveraging behavioral analytics will become table stakes for companies to identify and mitigate this type of automated fraud. Being proactive is paramount in the fight against these and other future fraud threats. Businesses should work with a trusted partner to ensure that they leverage the right data, advanced analytics and technology to mitigate risk. Experian offers identity verification and fraud prevention solutions available on the Experian Ascend Platform™ to help companies anticipate, prepare for and fight fraud. Learn more about Experian’s fraud prevention offerings here.

Achieving Top Workplace recognition for 12 consecutive years is no small feat, yet Experian North America has done just that. Named a Top Workplace by the Orange County Register once again, this milestone reflects not just policies or benefits but what truly makes Experian exceptional: our people. As Hiq Lee, Chief People Officer at Experian North America, notes, this honor is a testament to the remarkable contributions of our team. Experian’s employees shape an environment where innovation, inclusivity, and purpose thrive. More Than Work What sets Experian apart is our engagement with the world and community. Through initiatives like the Experian Volunteer Leadership Network and partnerships with organizations such as the Octane Foundation for Innovation and the Hispanic Chamber of Commerce of Orange County Education Foundation, our impact extends beyond the workplace. In 2024, we earned additional recognitions, including being named one of the World’s Best Workplaces™ by Fortune and Great Place to Work®. We were also recognized as one of the Best Workplaces for Parents, Millennials, and in Technology. The Secret to Success Our success lies in focusing on people. Experian is a place where careers are built, ideas are encouraged, and employees feel valued. Initiatives such as, Employee Resource Groups foster belonging, Mental Health First Aiders provide support, and technology hackathons inspire creativity. Innovation at the Core Innovation continues to drive our success. By leveraging technologies like artificial intelligence and machine learning, we are redefining decision-making and fraud prevention. This commitment to innovation empowers businesses and consumers worldwide, aligning with our mission to promote financial inclusivity. Looking Ahead For Experian, being a Top Workplace for more than a decade isn’t a finish line—it’s a springboard. With an ongoing commitment to our employees and communities, we continue to evolve, creating better experiences for our team, clients, and the world.

Today, we stand at the forefront of a digital revolution that is reshaping the financial services industry. And, against this backdrop, financial institutions are at vastly different levels of maturity; the world’s biggest banks are managing large-scale infrastructure migrations and making significant investments in AI while regional banks and credit unions are putting plans in place for modernization strategies, and fintechs are purpose-built and cloud native.  To explore this more, I recently had the privilege of attending the annual Reuters NEXT live event in New York City. The event gathers globally recognized leaders across business, finance, technology, and government to tackle some of today’s most pressing issues.  On the World Stage, I joined Del Irani, a talented anchor and broadcast journalist, to discuss the future of lending and the pivotal role of data and AI in building a more inclusive financial system. Improving financial access Our discussion highlighted the lack of access to traditional financial systems, and the impact it has on nearly 100 million people in North America alone. Globally, the problem affects over one billion people. These people, who are credit invisible, unscoreable, or have subprime credit scores, are unable to secure everyday financial products that many of us take for granted.  What many don’t realize is, this is not a fringe subset of the population. Most of us, myself included, know someone who has faced the challenges of financial exclusion. Everyday Americans, including young people who are just starting out, new immigrants and people from diverse communities, often lack access to mainstream financial products.  We discussed how traditional lending has a limited view of a consumer. Like looking through a keyhole, the lender’s understanding of the person in view is often incomplete and obstructed. However, with expanded data, technology, and advanced analytics, there is an opportunity to better understand the whole person, and as a result have a more inclusive financial system.  At Experian, we have a unique ability to connect the power of traditional credit with alternative data, bringing a more holistic understanding of consumers and their behaviors. We are dedicated to leveraging our rich history in data and our expertise in technology to create the future of credit and ultimately bring financial power to everyone. The future of lending After spending two days with over 700 industry leaders from around the world, one thing is abundantly clear: much like the early days of the internet, today, we are at the cutting-edge of a technical revolution. Reflecting on my time at Reuters NEXT, I am particularly excited by the collective commitment to drive innovative, and smarter ways of working.  We are only beginning to scratch the surface of how data and technology can transform financial services, and Experian is positioned to play a significant role. As we look to the future, I am excited about the ways we will create new opportunities for businesses and consumers alike.    

The rise of Generative AI (GenAI) is fueling a new wave of sophisticated fraud, transforming the financial services landscape. Experian’s 2024 Global Identity & Fraud Report highlights the challenges businesses face, and the strategies needed to protect consumers while maintaining seamless digital experiences. Based on insights from more than 1,000 business and fraud leaders, and 4,000 consumers worldwide, the report identifies three key forces shaping fraud prevention: GenAI-Powered Fraud: Fraudsters use AI to craft highly personalized attacks, exploiting vulnerabilities across the customer journey. Evolving Regulations: Stricter government requirements demand rapid adaptation of fraud prevention strategies. Customer Expectations: Consumers prioritize secure, efficient services. Many abandon brands after poor account-opening or transactional experiences. A Multi-Layered Defense The report emphasizes the need for a multi-layered approach to combat fraud effectively. Businesses are increasing investments in AI, machine learning, and data-sharing networks to detect and prevent fraud in real-time. “Fraud operates across borders and targets various points in the customer journey,” said Greg Wright, Experian’s Executive Vice President of Identity and Fraud. “Businesses must leverage advanced analytics and alternative data to stay ahead of these evolving threats.” Balancing Security and Experience Consumers value security, but demand convenience. Striking the right balance is critical, as many switch providers after experiencing delays or cumbersome processes. Businesses can succeed by: Using Advanced Analytics: Leveraging AI-driven insights to prevent fraud while maintaining smooth customer experiences. Orchestrating Fraud Prevention: Integrating tools to provide a 360-degree view of customers, ensuring fraud detection is seamless and comprehensive. The Path Forward The rise of GenAI fraud underscores the need for global collaboration and innovation. By adopting advanced technologies and prioritizing customer-centric solutions, businesses can protect consumers while fostering trust. Experian’s 2024 report offers actionable insights for navigating these challenges. Download the full report to learn how to outpace fraudsters while delivering secure, seamless experiences.

The advertising ecosystem has seen significant transformation over the past few years, with increased privacy regulation, changes in available signals, and the rise of channels like connected TV and retail media. These changes are impacting the way that consumers interact with brands and how brands understand and continue to deliver relevant messages to consumers with precision.   Experian has been helping marketers navigate these changes, and as a result, our marketing data and identity solutions underpin much of today’s advertising industry. We’re committed to empowering marketers and agencies to understand and reach their target audiences, across all channels. Today, we are excited to announce our acquisition of Audigent—a leading data and activation platform in the advertising industry.   With Audigent’s combination of first-party publisher data, inventory and deep supply-side distribution relationships, publishers, big and small, can empower marketers to better understand their customers, expand the reach of their target audiences and activate those audiences across the most impactful inventory.      I am excited to bring together Audigent’s supply-side network as a natural extension to our existing demand-side capabilities. Audigent’s ability to combine inventory with targeted audiences using first-party, third-party and contextual signals provides the best of all worlds, allowing marketers to deliver campaigns centered on consumer choices, preferences, and behaviors.    The addition of Audigent further strengthens our strategy to be the premier independent provider of marketing data and identity, ultimately creating more relevant experiences for consumers.   To learn more about Experian and Audigent, visit https://www.experian.com/marketing/ and https://audigent.com/.  

When it comes to cybercriminals and threat vectors, we need to expect the unexpected. Experian’s 12th annual Data Breach Industry Forecast highlights several potential trends for 2025, with AI playing a central role. This year has already seen more data breaches and impacted consumers than 2023, indicating that global data breaches are not slowing down. Some things to watch out for next year includes the potential for more internal fraud. As companies train employees on AI, there is a growing risk that some will misuse their knowledge for internal theft and sourcing sensitive information. Another trend may be cyberattackers targeting large data centers, with the growth of generative AI introducing power as a new attack vector. It’s reported that a single ChatGPT query uses significantly more electricity than a standard Google search, making data centers and cloud infrastructure vulnerable, especially in countries with varying security standards. We expect AI-related attacks to dominate the headlines next year and investments in cybersecurity will increase to tackle this emerging threat, as hackers leverage AI for phishing, password cracking, malware, and deepfakes. Jim Steven, Head of Crisis and Data Response Services at Experian Global Data Breach Resolution in the UK, anticipates that global data breaches will persist at their current rate next year. He notes that ransomware attacks are likely to become even more sophisticated with the integration of AI. Additionally, Steven predicts that threat actors will escalate their tactics to achieve greater rewards, and the misuse of consumer data to damage reputations will increase in 2025. To access the complimentary report, click here.

Great Place to Work and Fortune have named Experian as one of the 25 World’s Best Workplaces™ 2024. This recognition highlights more than an award—it shows a commitment to our strong People First culture. Experian Chief People Officer Jacky Simmonds shares insights on how our people across the globe cultivate this culture, staying ahead of the curve through a unique blend of inclusivity, empathy, and a shared purpose. What does it mean to you, and to Experian, to be named among Fortune's World’s Best Places to Work? At Experian, we have long aspired to be one of the best companies in the world to work for, and over the past few years, we have made this a priority. Our journey has been marked by a commitment to putting our people first and fostering the collaborative and inclusive culture that sets us apart. This recognition reflects the common values that we share across our many countries and cultures and the dedication of our colleagues across our business.  We spend so much of our time at work, so I think it’s important that every interaction - from the interview process to joining and every daily interaction - is a positive one where people are welcoming, supportive and generally just really nice people to work with. Reaching this milestone gives all of us at Experian some recognition, but also it is inspiring as we continue to strive to attract top talent who share our values, share our purpose and make every day an enjoyable one. How does Experian create an environment where employees feel empowered to innovate and contribute ideas that drive real impact?  To fulfill our mission of bringing Financial Power to All™, we need as many voices, experiences and backgrounds as possible, so we can represent our clients’ differing needs. This culture of inclusion drives our innovations. We have employee-led initiatives, such as internal Hackathons that bring together these diverse perspectives to develop products and services like Experian Boost, Experian Go, Experian Smart Money Digital Checking Account, Experian Support Hub, and Transforme-se so we can serve the communities in which we live and work. How has Experian adapted to changing employee expectations since the pandemic, and what steps has the company taken to support employee well-being and work-life balance?  We know that our people really value the ability to have flexible work model, so they can work to fulfill their role in a way that works for them. For some this is fully remote, for others it is hybrid so a balance of remote and in office, and for others in office, where their role requires it fully. We know from the feedback that we get that our people appreciate that we trust them and they have flexibility to deal with varying commitments that we all have outside of work. We also know that since the pandemic there has been an increased focused on wellbeing. Sponsored by our Chief Financial Officer, we embarked upon an initiative to invest in how we support people who may need additional support. We are very proud of our Mental Health First Aiders programme, which has trained around 400 colleagues across the world representing 23 countries and 28 languages and helping their teammates access resources. These volunteers receive consistent, ongoing and updated training. What specific initiatives or programmes at Experian do you believe set the company apart in terms of supporting professional growth and career development?  We have invested in a number of things that we believe really make the difference. The first is developing great leaders at every level. Today’s leaders have many more challenges, many different age groups, a balance of remote and in person working, together with teams based in many different locations. Great leaders build great teams, so we think it’s important to invest in their development. That’s we built a leadership development portal - The Leadership Exchange - that has a wide range of resources to support them, including development programmes tailored to their needs. We also want to ensure that everyone at every level can develop their skills and progress their careers. So we launched our annual Global Careers Week, Experian University, and built a world-class digital curriculum so everyone can access the form of development they need based on their role or aspirations. There really is something for everyone. This way, we help our teams stay ahead of trends and ensure our business is equipped with the skills needed for the future. Looking forward, what are key goals or priorities for further enhancing Experian’s culture and employee experience?  We’re truly proud of this amazing recognition, but we always strive to get better and acknowledge there’s always more to be done. We see an opportunity to make things easier in the way we leverage advanced technologies like AI to further enhance employee experience. For example, more personalised learning pathways, improved tools for productivity and collaboration. We make sure we don’t lose the human touch, but we also want to make the most of these innovations so we stay relevant with our largely tech populations. Being named one of the world’s best workplaces reflects Experian’s unwavering commitment to be recognized for having a great culture where people can do their best work with people they enjoy working with. Learn more about what makes Experian a World’s Best Workplace in the People section of our Annual Report and the Experian Power of YOU Report 2024: Driving social impact and diversity, equity and inclusion, available in English, Portuguese and Spanish. 

Today at Money 20/20 in Las Vegas, Experian unveiled Experian Assistant, a groundbreaking toolset that transforms analytics and modeling for financial institutions. By leveraging Generative AI (GenAI), this revolutionary solution slashes model development turning months-long processes into days—or even hours. Positioned as a game-changer, Experian Assistant offers businesses the equivalent of a seasoned expert, guiding them through complex use cases with ease and redefining how financial organizations approach data-driven insights. Revolutionizing Modeling with Generative AI Experian Assistant marks a significant leap forward in how businesses handle the modeling lifecycle. Integrated into the Experian Ascend Technology Platform™, Experian Assistant is designed to streamline data analytics processes, enhance accuracy, and promote efficiency. This debut underscores Experian’s commitment to responsible AI innovation, ensuring that organizations benefit from advanced analytics without compromising on privacy or ethical standards. “Many financial institutions are looking to invest in new generative AI use cases, often focused on banker specific support,” said Craig Focardi, Principal Analyst at Celent. “Experian Assistant focuses on developer support to accelerate the development lifecycle by having a digital model building consultant available to users.” Empowering Data Scientists and Analysts With its powerful natural language processing (NLP) capabilities, Experian Assistant is reshaping how data scientists and analysts approach complex tasks. Traditionally, navigating large datasets and building models required extensive technical expertise. But now, Experian Assistant allows users to query data, write code, and build models in plain language—democratizing access to sophisticated analytics. The tool not only boosts productivity but also fosters collaboration and accessibility. This innovation will drive financial inclusion by broadening access to data-driven insights and responsible use of data across organizations. Developed in Collaboration with Leading Financial Institutions A standout feature of Experian Assistant is its development in close partnership with the world’s largest financial institutions. This collaboration ensures that the tool is finely tuned to real-world challenges, delivering deep insights into Experian’s data assets. By optimizing analytics processes, businesses can achieve proven cost savings, enhanced data visibility, and faster product deployment. Continental Finance Company, for example, reduced data-building time by a remarkable 75% after adopting Experian Assistant. This kind of impact highlights the tool’s ability to accelerate model development while maintaining strict data privacy standards—a vital consideration for financial institutions. Advanced Compliance and Transparency In today’s highly regulated environment, businesses must not only meet compliance standards but also provide transparency into their processes. Experian Assistant is designed with these needs in mind, offering advanced features that support regulatory reporting, identity management, risk assessments, and transaction monitoring. A Competitive Edge through GenAI With more than a decade of AI expertise, Experian is leading the charge in responsible AI development. At Money 20/20, Experian Assistant stood out as a testament to this leadership. The tool is positioned to offer financial institutions a competitive edge, improving risk assessment, enhancing customer experiences, and promoting financial inclusion. As the financial services industry continues to evolve, businesses that embrace GenAI solutions like Experian Assistant will be better positioned to succeed. This groundbreaking tool is not just an enhancement—it’s a fundamental shift in how analytics and modeling are conducted, offering the speed, accuracy, and transparency that today’s market demands.