Experian Marks a Breakthrough in Consumer AI with the Next Evolution of Its Virtual Assistant

COSTA MESA, Calif.--(BUSINESS WIRE)--Mar 16, 2026--

Experian today unveiled the next evolution of the Experian Virtual Assistant, EVA™, a significant advancement in its Consumer First AI strategy that expands personalized, conversational financial guidance to millions of consumers.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260316538160/en/

“This next generation of EVA reflects the direction of our consumer AI strategy,” said Debbie Hsu, Executive Vice President of Product, Experian Consumer Services. “We are bringing together conversational AI, personalization, and our trusted data foundation to deliver guidance that is intuitive, relevant, and actionable. Our focus is on helping consumers make smarter financial decisions in ways that feel simple and empowering.”

Built to scale intelligent financial guidance through a more adaptive experience, the enhanced EVA expands beyond credit insights to provide near real-time spending analysis, tailored recommendations, and relevant financial offers based on available account data. Powered by Experian’s proprietary data, consumer-permissioned information, and advanced artificial intelligence capabilities, EVA is available to deliver intelligent financial support to more than 85 million members.

This evolution reflects Experian’s broader commitment to embedding adaptive AI across the consumer journey and transforming how people engage with their financial information.

A Financial Copilot for Everyday Decisions*

Since launch, EVA has helped consumers better understand their credit through secure, real-time conversations. With this latest evolution, members gain visibility into how everyday spending affects their overall financial picture through insights from connected financial accounts.

Spending trends over time can be tracked, top categories and largest transactions identified, and opportunities to reduce unnecessary expenses uncovered. Members may also explore personalized credit card offers from third-party lenders available through Experian Marketplace within a seamless, guided experience.

By translating complex financial data into clear, practical next steps, EVA serves as an intelligent financial copilot, helping consumers move from insight to action with confidence.

For example, instead of only displaying a FICO® Score i, EVA can analyze a member’s connected accounts and highlight recent spending patterns, such as increased dining or subscription costs compared to prior months. The assistant can identify top spending categories, flag larger transactions, and help members manage upcoming bills and subscriptions by surfacing expected due dates, predicted amounts, and total monthly recurring spending.

In simple terms, EVA helps members clearly see where their money is going in near real time and understand how everyday spending fits into their overall financial picture — all within a seamless, conversational experience.

Intelligent, Adaptive and Built on Trusted Data

Interactions with EVA evolve in real time based on how each member engages. The assistant tailors explanations, surfaces relevant insights, and prioritizes recommendations aligned with an individual’s credit and financial goals. Experian designs and monitors its AI systems using established governance, testing, and oversight frameworks to promote fairness, transparency, and consumer protection.

Grounded in Experian’s credit expertise, data, and consumer permissioned financial information, EVA delivers personalized guidance designed with privacy and security as core principles. The experience supports consumers as they navigate important financial decisions with greater clarity and confidence.

Whether someone is new to credit, managing monthly expenses, or exploring new financial opportunities, EVA translates complexity into clarity and action.

“By combining advanced AI with consumer first design and a foundation of trusted data, we are expanding access to personalized financial tools and creating more opportunities for financial inclusion,” Hsu added.

Consumer First AI in Action

This milestone builds on Experian’s broader strategy to embed intelligent, trusted AI across the consumer ecosystem. Through advancements in EVA’s adaptive financial guidance and the launch of Experian Insurance Marketplace app integrated with the ChatGPT platform, Experian continues meeting consumers wherever they are with personalized insights and relevant financial opportunities delivered through conversational experiences.

Collectively, these innovations reflect Experian’s long-term vision to combine proprietary data, advanced AI, and the trust of a Big Financial Friend (BFF) to enable more intuitive financial decision-making in the moments that matter most to consumers.

EVA is available to Experian members through the Experian mobile app and website. To learn more or enroll, visit www.experian.com.

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, agrifinance, insurance, and many more industry segments.

We invest in talented people and new advanced technologies to unlock the power of data and to innovate. A FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 25,200 people across 33 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.

*EVA provides general information and educational insights only. It is not a financial advisor and does not provide personalized investment, legal, tax, or accounting advice, nor does it establish any advisor-client or fiduciary relationship. Any financial offers displayed are provided by third-party lenders and are subject to the lenders’ eligibility and approval processes. Users should consult a qualified, licensed professional for personalized advice. Experian’s AI tools operate under internal governance, testing, and privacy controls designed to promote accuracy, fairness, and consumer protection.

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

ChatGPT is a trademark of OpenAI. The Experian Insurance Marketplace app is developed and operated by Experian and is not affiliated with or endorsed by OpenAI.

 

Experian today unveiled the next evolution of the Experian Virtual Assistant, EVA™.

KUALA LUMPUR, Malaysia (AP) — The Iranian women’s soccer team is set to leave Malaysia on Monday night, ending days of uncertainty after most of the seven squad members who sparked a diplomatic furor by seeking asylum in Australia reversed their decisions and rejoined the team in Kuala Lumpur.

The Asian Football Confederation general secretary Windsor John told The Associated Press that the team’s departure Monday night was arranged by the Iranian embassy. He said the AFC, which is supporting the Iranian team in Kuala Lumpur, was told they are flying to Oman but that isn’t their final destination. He said he wasn’t aware of their full travel plans.

Asked if confederation is satisfied that the women will be safe back in Iran, Windsor said that both the AFC and FIFA will check up on them regularly with the Iranian football federation "as they are our girls as well.”

The squad flew from Sydney to Kuala Lumpur on March 10 after being knocked out of the Women’s Asian Cup in Australia, initially leaving behind six players and a support staff member who had accepted protection visas.

Four players and the staffer have since rejoined the team in Kuala Lumpur, the latest flying in on Monday. No reasons have been given for the changes of heart. The Iranian diaspora in Australia blames pressure from Tehran.

Windsor said at a news conference earlier that his confederation had not received any direct complaints from players about returning home, despite media reports their families in Iran could face retaliation for the team failing to sing their national anthem before the opening match.

The silence during the anthem was variously reported as an act of resistance or a show of mourning. The team didn’t clarify, and it sang at the opening of a later match.

“We couldn’t verify anything. We asked them and they said, ‘No, it’s ok,’” he said. “They are actually in high spirits... they didn’t look afraid.”

Iranian authorities have welcomed the women's decisions to reject asylum as a victory against Australia and U.S. President Donald Trump.

Iran’s squad had arrived in Australia for the tournament shortly before the war in the Middle East began on Feb. 28, complicating travel arrangements.

Assistant Immigration Minister Matt Thistlethwaite described the women's plight in Australia as a “very complex situation.”

“These are deeply personal decisions, and the government respects the decisions of those that have chosen to return. And we continue to offer support to the two that are remaining,” Thistlethwaite said.

Those who stayed in Australia have been moved to an undisclosed safe location and are receiving assistance from the government and the Iranian diaspora community, he said.

Kylie Moore-Gilbert, a political scientist at Sydney's Macquarie University who spent more than two years in Iranian prisons on spying charges from 2018 to 2020, said “winning the propaganda war” had overshadowed the women's welfare.

“The high stakes made the Iranian regime sit up and pay attention and try to force their hand in response, in my view,” Moore-Gilbert said.

"I do think in this case, had these woman quietly sought asylum without that publicity around them, it’s possible that the Islamic Republic officials might have, as they have in the cases of other Iranian sports people in the past who’ve defected ... simply allowed that to happen," she added.

Iran’s Tasnim News Agency said the players who left Australia were “returning to the warm embrace of their family and homeland,” describing their return as a failure of what it called an American-Australian political effort.

Concerns about the team’s safety in Iran heightened when the players didn’t sing the Iranian national anthem.

The Australian government was urged to help the women by Iranian groups in Australia and by Trump.

The embassy in the national capital Canberra remains staffed, despite the Australian government expelling the ambassador last year.

Australian Prime Minister Anthony Albanese cut off diplomatic relations with Iran in August after announcing that intelligence officials had concluded that the Revolutionary Guard had directed arson attacks on a Sydney kosher food company and Melbourne’s Adass Israel Synagogue in 2024.

Australian-Iranian Society of Victoria vice president Kambiz Razmara said the women who accepted asylum had been under pressure from the Tehran regime.

“They’ve had to make decisions at the spur of the moment with very little information and they’ve had to react to the circumstance,” Razmara said. “I’m surprised that they’ve decided to go, but I’m actually not surprised because I appreciate the pressures that they’re experiencing."

McGuirk reported from Melbourne, Australia.

This story has been edited to correct that Macquarie University is in Sydney, not Melbourne.

Members of Iran's women's football team arrive at the Kuala Lumpur International Airport in Sepang, Malaysia, Monday, March 16, 2026. (AP Photo/Azneal Ishak)

Members of Iran's women's football team arrive at the Kuala Lumpur International Airport in Sepang, Malaysia, Monday, March 16, 2026. (AP Photo/Azneal Ishak)

AFC General Secretary Windsor John, left, with his deputy Vahid Kardany, speaks at a news conference near Kuala Lumpur, Monday, March 16, 2026. (AP Photo/Eileen Ng)

FILE - Iran players pose for a team photo ahead of the Women's Asian Cup soccer match between Iran and the Philippines in Robina, Australia, Sunday, March 8, 2026. (Dave Hunt/AAPImage via AP,File)