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AI Innovation is Helping Bring Financial Power to All

by Brian Funicelli 4 min read December 13, 2024

Scott Brown presents at Reuters Next

“If I were to look into a crystal ball, traditional lending methodology and processes will not be replaced; they will be augmented by consumers connecting to banks via APIs, contributing the data they are comfortable with, and banks using that in conjunction with historical credit data to offer newer and better products they didn’t have access to before. The convergence of data, tech and AI leads to more financial inclusion and a more modern way of underwriting.”

Scott Brown, Group President Financial Services, Experian North America

Scott Brown, Group President of Financial Services for Experian North America, recently presented at Reuters Next discussing the transformative power of AI and data analytics in financial services. The session also covered the top challenges that financial institutions face today and how advances in technology are helping organizations overcome those challenges.

This keynote presentation was a timely follow-up to Brown’s previous appearance at the Money20/20 conference in Las Vegas, where he revealed the details of Experian’s latest innovation in GenAI technology, Experian Assistant.

Brown, in a conversation with TV writer, producer and anchor Del Irani, spoke about the ethical considerations of AI innovation, what the future of underwriting may look like, and how open banking can drive financial inclusion and have a significant positive impact on both businesses and consumers.

“If you are extending a line of credit to a given consumer, how do you do so in a way that’s integrated into their everyday lives? That’s where the concept of embedded finance comes in, and howto embed finance into a consumer’s life, and not the other way around.”

Scott Brown, Group President Financial Services, Experian North America

By embedding finance into consumers’ lives, and not the other way around, organizations can develop better strategies to balance risk and generate more revenue.

He also focused on three foundational steps to take advantage of the capabilities AI offers: data quality, transparency, and responsibility.

Areas of focus for implementing AI

As organizations rely on more sophisticated approaches, data quality inputs are more important than ever. Inaccurate data can lead to poor business decisions that can have a negative impact on organizations’ bottom line.

Transparency is also a crucial component of implementing AI solutions. Companies should be able to explain how their models work and why the end results make sense while avoiding biases.

Leveraging data with AI tools allows organizations to get a better view of the consumer, which is a goal of most banks and lending institutions. Using that consumer data responsibly is important for financial institutions to establish and maintain trust with the people who use their services.

While incorporating AI solutions into everyday business operations is important for financial institutions to better serve their consumers and remain competitive in the industry, a lack of access to AI tools can prevent some organizations from doing so.

A fragmented approach leads to higher costs, lower efficiency, and greater risk

Until recently, financial institutions have had to rely on several different technology providers and tools to optimize customer experience and operational efficiency while protecting consumers from the risk of identity theft and fraud. This fragmented approach can result in increased costs for organizations and higher risk for consumers.

Now, AI technology is solving this issue by integrating functionality into a single platform, such as the Experian Ascend Technology Platform™. This streamlined access to a comprehensive suite of tools can help accelerate time-to-value while also eliminating compliance risks.

Full interview available now

Brown’s full interview at Reuters Next reveals more details about how Experian is empowering organizations to better serve their consumers’ financial needs through AI innovation while also helping more than 100 million Americans who don’t have access to the mainstream credit ecosystem due to being credit invisible, unscoreable, or have a low credit score. Watch the full interview to learn more about how Experian is continuing to bring financial power to all through innovative technology.

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Financial services leaders are dealing with numerous pressures at the same time. These growing challenges for financial services organizations include sophisticated fraud, rapid Artificial Intelligence (AI) adoption without clear regulatory direction, rising customer expectations and the need for compliant, sustainable growth. Businesses are rethinking how they manage risk, growth and customer trust. These financial industry challenges are no longer confined to internal risk teams. They directly impact long-term customer loyalty. How organizations navigate these challenges will determine how effectively they deliver value to their customers. We’ve outlined the six challenges for financial services oranizations that consistently rank highest among industry leaders today. Challenge 1: Fraud is becoming harder to detect and eroding customer trust 72% of business leaders expect AI-generated fraud and deepfakes to be major challenges by 20261 As fraud tactics evolve quickly, driven in part by AI, customers are being targeted through identity-based attacks from account takeovers to synthetic identities and misuse of personal information. When these threats go undetected, or when legitimate activity is incorrectly flagged, the result isn’t just financial loss. It’s a breakdown of trust. Organizations that want to stay ahead must move beyond isolated fraud controls. By embedding identity management and monitoring into the customer experience, organizations can move from reactive fraud response to proactive identity protection. Identity theft protection and monitoring help organizations turn fraud prevention into a visible, trust-building experience for customers — offering early alerts, guidance, and peace of mind when identity risks arise. Challenge 2: AI decisions must be trusted by customers, not just regulators 76% of businesses say implementing responsible AI is one of their biggest challenges2 As AI becomes more embedded in financial services, it shapes the experiences customers see every day. From credit decisions to eligibility outcomes and personalized offers. While AI can drive faster and more inclusive decisions, it also introduces a new expectation: customers want to understand why a decision was made. Responsible AI is no longer just about regulatory compliance. It’s about delivering outcomes that feel fair, consistent and easy to understand. When decisions appear unclear, confidence erodes. When organizations can clearly explain outcomes, not just internally, they build confidence across regulators, partners and customers. This allows AI to scale responsibly while reinforcing trust in every interaction. Financial wellness tools such as credit scores, reports and education help make AI-driven decisions more transparent, giving customers clarity into outcomes and confidence in how their financial health is assessed. Challenge 3: Digital experiences are failing to deliver clarity and confidence 57% of U.S. consumers remain concerned about conducting activities online3 Customer confidence is affected by day-to-day interactions such as onboarding, payments and issue resolution. Inconsistent decisions, unclear outcomes and friction in digital journeys can quickly erode confidence and increase confusion, disengagement and abandonment. Financial services leaders will need to rebuild and strengthen confidence. Improving key decision points with better data and analytics helps ensure customers receive timely insights, understandable outcomes and meaningful guidance, turning everyday interactions into opportunities to build stronger relationships. By delivering ongoing financial wellness insights and education, organizations can replace confusion with clarity — helping consumers better understand their financial standing and stay engaged over time. Challenge 4: Gen Z continues to raise the bar It's no secret that Gen Z stands out for its strong preference for digital financial services and digital interactions, but Gen Z is also pushing the envelope on financial wellness. 48% of Gen Z report that they do not feel financially secure, indicating strong demand for financial support and tools4 Their expectations for instant decisions, seamless digital experiences, transparency and tools that help them manage their financial lives are quickly becoming the baseline. To meet and exceed these expectations, financial institutions will need to support real-time, data-driven decisioning that adapt to individual needs. Delivering modern, app-like financial experiences, without compromising risk management. Increasingly, organizations are meeting Gen Z expectations by offering financial wellness and protection tools through employee benefits, supporting everyday financial confidence beyond traditional compensation. Challenge 5: Limited data limits meaningful consumer engagement 62 million U.S. consumers are thin-file or credit invisible under traditional credit scoring.5 Growth will always be a priority, but it must be responsible and inclusive. Traditional credit data alone often provides an incomplete picture of consumer financial behavior, limiting visibility and making it harder to confidently expand access. By incorporating alternative and expanded data, organizations can gain a more holistic view of consumers. This broader perspective supports smarter decisions, personalized insights and more inclusive engagement, which enables growth while maintaining compliance and managing risk responsibly. Expanded data supports more personalized financial wellness experiences, enabling organizations to provide relevant insights, responsible access and guidance tailored to individual consumer needs. Challenge 6: Disconnected decisions create inconsistent customer experiences Increasingly, fintech leaders are moving toward unified risk and decisioning strategies to deliver more personalized experiences6 While customers interact with a single institution, decisions are often made across disconnected data sources, systems and teams. These silos create inconsistent experiences, slow responses and operational complexities that customers feel directly through conflicting messages and uneven outcomes. Experian helps organizations break down these silos by unifying data, analytics and decisioning across the enterprise. When data incidents occur, integrated experiences enable faster data breach resolution, helping consumers understand what happened, take action, and recover with confidence. Looking ahead These challenges for financial services organizations are not emerging; they’re already here and reshaping how financial institutions engage with consumers. Leaders who proactively address financial industry challenges by connecting data, analytics, and responsible AI are better positioned to deliver trusted, transparent and meaningful experiences. Learn More References:1. https://www.experian.com/blogs/insights/2025-identity-fraud-report2. https://www.techradar.com/pro/businesses-are-struggling-to-implement-responsible-ai-but-it-could-make-all-the-difference3. https://www.experian.com/blogs/insights/2025-identity-fraud-report4. https://www.deloitte.com/global/en/issues/work/genz-millennial-survey.html5. https://www.experian.com/thought-leadership/business/the-roi-of-alternative-data6. https://us-go.experian.com/2025-state-of-fintech-report?cmpid=IM-2025-state-of-fintech-report-livesocial-share

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