By Dr. Tim Sandle
SCIENCE EDITOR
DIGITAL JOURNAL
March 19, 2026
Climate finance will be at the top of the agenda at the upcoming COP29 in November - Copyright AFP Marvin RECINOS
Experian recently announced the next evolution of its Experian Virtual Assistant, EVA, a significant advancement in its Consumer First AI strategy that expands personalized, conversational financial guidance to millions of consumers.
To understand more about a trusted data and consumer first approach to AI, Digital Journal spoke with Experian’s Debbie Hsu who serves as Executive Vice President of Product for Experian Consumer Services. Hsu leads product strategy, innovation, and the development of consumer-focused financial tools.
Digital Journal: There are lots of buzzwords spinning around AI these days. What do you mean “Consumer First AI?”
Debbie Hsu: You are right that AI can mean many different things depending on who is using the term. For us, Consumer First AI has a very practical focus. It is about using data and artificial intelligence to bring decision-ready clarity to financial information so people can quickly understand what it means and what to do next, while also making it more personalized for each individual.
Every day, people turn to our Experian Virtual Assistant, EVA, with real world questions such as:
• How do I freeze or unfreeze my credit report?
• What is Experian Boost and what bills qualify?
• Why did my credit score change?
• How can I improve my score?
• What credit cards do I qualify for?
• How does my spending look?
These everyday conversations help us continuously improve how we deliver guidance. Consumer First AI means meeting people where they are in their financial journey, whether they are building credit for the first time, recovering from a setback, or exploring new financial opportunities.
Our approach is built on four key drivers:Experian’s trusted, proprietary data foundation
Advanced artificial intelligence capabilities built on more than 15 years of AI product innovation
Adaptive insights from daily engagements with members, with EVA available to more than 85 million members
Experian Marketplace, which delivers personalized credit card, loan, insurance, and other financial offers that match an individual’s financial profile with the partner’s approval criteria
Ultimately, Consumer First AI reflects our commitment to applying data and advanced technology responsibly and at scale to translate complex financial information into meaningful understanding. Our goal is to consistently deliver decision-ready clarity that empowers people to move forward with confidence, make informed financial choices, and take greater control of their financial future.
DJ: How is this different than financial guidance that someone may receive from popular Large Language Model consumer apps?
Hsu: Some general purpose AI applications are beginning to connect to consumer permissioned financial account data. However, they are not designed as regulated financial services platforms.
EVA is differentiated by how it integrates trusted, structured credit data with consumer permissioned transaction data, Experian’s credit expertise and Marketplace integration. This enables EVA to deliver insights and guidance grounded in a member’s complete financial context, including credit behaviour, score drivers, and lender relevant eligibility signals.
Because EVA operates within Experian’s regulated and privacy-controlled data environment, it can explain why a credit score changed based on specific factors, connect those changes to real world financial behaviours, and surface insights designed to help improve credit health over time.
Importantly, EVA also bridges insight to action. Experian works directly with credit card issuers and lenders to understand exactly how their products work and what consumers are the best match for a given product. By aligning consumer credit data with partner-provided underwriting and eligibility criteria, it can present personalized, pre-approved credit card and lending offers within the Experian Marketplace. These are not broad suggestions but personalized offers based on a consumer’s financial profile and lender requirements.
While general purpose AI tools generate helpful conversational responses, EVA is purpose built to provide explainable, actionable financial guidance powered by trusted data, credit expertise, and Marketplace integration.
DJ: How does EVA arrive at the guidance that it provides?
Hsu: EVA’s insights and decision support are built on Experian’s credit expertise and trusted data foundation. It draws from credit profile data, consumer permissioned financial information, and curated, high quality financial education designed to reflect real world financial behaviours and outcomes.
The system does not operate as a black box. The insights are rooted in established credit principles, and the same types of factors lenders consider. This approach ensures transparency and credibility, giving members clarity into why they are seeing specific insights and what influences their financial profile.
Member interactions shape the experience in real time. As individuals engage, EVA surfaces relevant explanations and decision support aligned with their goals, whether focused on building credit, strengthening a score, managing debt, or preparing for a major financial milestone.
If a member’s credit score declines, for example, EVA can pinpoint contributing factors within the credit file, such as higher utilization or a recent delinquency. It then translates those factors into clear explanations and practical habits that can help improve financial momentum over time.
By combining advanced AI with consumer first design and trusted data, EVA expands access to personalized financial insights. The result is more informed decision making and a stronger foundation of trust, reinforcing Experian’s role as a reliable financial partner when it matters most.
DJ: Please explain the concept of a Big Financial Friend (BFF). This is represented in an ad campaign, correct?
Hsu: Yes, we launched the Big Financial Friend campaign in May 2025 to highlight how Experian provides tools and resources to help consumers with their overall financial health. We wanted to personalize what it looks like for Experian to come alongside a consumer to truly support them in achieving their financial goals, always being there for them.
We arrived at a larger-than-life, transcendent Big Financial Friend played by actor Sam Richardson. He portrays a literal giant who acts as a personal Big Financial Friend, a BFF, to the main character of the ad as she makes financial decisions throughout her life.
Our BFF campaign communicates to consumers that Experian can be a close and strong financial helper that has their back throughout their financial life. It marks the beginning of a brand transformation that highlights the variety of tools and support we offer in a consumer-accessible way.
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