Virtual assistant acts like 24/7 Experian data expert, helping financial institutions dramatically cut model-development times

Experian’s generative AI-enabled tool, Experian Assistant, has won the 2025 BIG Innovation Award in the Products for Financial Services category. Recognizing trailblazers across industries since 2011, the award celebrates exceptional innovation and the value it brings to a recipient’s clients, stakeholders and community.

Powered by agentic AI technology, Experian Assistant offers a deeper understanding of credit and fraud data and provides criteria and proposals for adding; changing the weight of; or deleting specific attributes, data or features to optimize analytical models. Integrated with Experian Ascend Platform™, the solution greatly accelerates the modeling lifecycle, slashing model-development times from months to days and — in some cases — hours.

“Experian Assistant is built on innovative agentic AI frameworks to tackle complex business challenges and fundamentally transform how data scientists and analysts work,” said Shri Santhanam, Executive Vice President and General Manager of Software, Platforms, and AI, Experian North America. “With this tool, our customers can derive valuable insights and make informed business decisions faster, saving time and resources. It is like providing them with access to our experts, and empowers users to reimagine their approach to data, enhance customer experiences, test and launch initiatives quickly, boost productivity, foster collaboration, and much more.”

Experian Assistant enables businesses across all sectors to perform data exploration, build and deploy models, monitor their performance, and increase speed to market to launch new offerings. For financial services, Experian Assistant enables data scientists and data analysts to interact with a virtual assistant in real time. It’s like having an expert from Experian^® guiding them 24/7, equipping them with coding assistance, recommendations and deployment support to ultimately help score more consumers and drive far greater customer satisfaction.

The 2025 BIG Innovation Awards represent the pinnacle of achievement in innovation. Judges, comprising seasoned business leaders and executives, evaluated submissions on creativity, impact and measurable results. For more about the BIG Innovation Awards, including a list of 2025 judges, visit www.bintelligence.com/awards/big-innovation-awards.

About Business Intelligence Group

The Business Intelligence Group was founded with the mission of recognizing true talent and superior performance in the business world. Unlike other industry award programs, these programs are judged by business executives who have experience and knowledge. The organization's proprietary and unique scoring system selectively measures performance across multiple business domains and rewards those companies whose achievements stand above those of their peers.

About Experian

Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realize their financial goals and help them to save time and money. We operate across a range of markets, from financial services to healthcare, automotive, agribusiness, insurance, and many more industry segments.

We invest in talented people and new advanced technologies to unlock the power of data and innovate. As a FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 22,500 people across 32 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.

Experian and the Experian trademarks used herein are trademarks or registered trademarks of Experian. Other product or company names mentioned herein are the property of their respective owners.

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