Inside Experian’s Innovation Engine: Virtual Assistants, Responsible AI and the Future of Finance

As financial ecosystems grow increasingly complex, Experian North America CEO Jeff Softley says the industry is at a pivotal moment—one defined by rapid technological advancement, shifting consumer expectations and a renewed focus on financial inclusion.

In a recent interview, Softley outlined three major trends shaping the financial services landscape: the transformative impact of artificial intelligence (AI), the demand for fast and personalized digital experiences, and the urgency of expanding access to credit. “It’s an exciting time,” Softley said. “There’s more data available now than ever before to support better decision-making.”

Experian is leveraging that data to build tools that simplify financial journeys for both consumers and institutions. Among them is the Experian Assistant, a sandbox-based solution designed to help clients move from insight to action in a regulatory-compliant environment. “We’re developing a wide range of use cases,” Softley noted. “This is critical as many clients are navigating regulatory and explainability challenges.”

Education and enablement are central to Experian’s focus on driving responsible AI adoption, with teams learning how AI can help build better solutions for clients and consumers alike.

Looking ahead, Softley sees AI as a powerful tool for demystifying financial systems. “Credit is often confusing,” he said. “AI can help consumers shop for insurance, determine coverage or plan to buy a home—which is a major factor in generational wealth.”

A standout example of this is Eva, Experian’s virtual assistant, which is already live in the company’s consumer ecosystem. Millions of users interact with Eva daily to ask questions, receive financial advice and take action. Soon, Eva will even facilitate credit card applications directly within Experian’s platform—a move Softley calls “a huge step forward.”

But innovation alone isn’t enough. Trust, Softley emphasized, is foundational. “Many of our clients want to use AI to build decisioning models, but they’re constrained by regulatory requirements,” he said. To address this, Experian developed a model governance manager within its Ascend platform, used by 70% of the Top 20 financial institutions. The tool ensures compliance with explainability, decisioning logic and change tracking.

Softley’s long-term vision for Experian centers on inclusion, innovation and trust. “We impact millions of lives every day,” he said. “When we do it right, we help people achieve their ambitions.” With data on over 300 million vehicles and deep ties to the healthcare sector, Experian’s footprint spans multiple industries—unlocking potential for cross-market innovation.

“We’re uniquely positioned to solve problems in ways others can’t,” Softley concluded. “With the right purpose, we can go far.”

To find out more about the Experian Exchange series, go to Experian.com/exchange.