Agentic AI could drive more connected financial journeys, study shows

By Divya Shah

In a new study titled Unlocking Enterprise Intelligence: A Journey of Innovation and Transformation with Agentic AI, Experian explores how Agentic AI could transform financial services by enabling more connected, context-aware, and controlled decision-making throughout the credit ecosystem.

The study explores the emergence of the “Agentic Consumer” and assesses the implications for consumers, lenders, and the broader credit market as financial services become increasingly AI-enabled. 

The financial services industry is entering a new phase of transformation driven by the convergence of digital ecosystems, growing data availability, advanced analytics, and rapid advancements in Artificial Intelligence (AI). 

The study notes that AI is evolving beyond predictive and assistive applications towards systems capable of interpreting intent, understanding context, and acting within defined parameters. This evolution could transform how consumers discover, compare and access financial products, while enabling lenders to deliver more connected, personalised and seamless customer journeys. 

Experian also explores how an increasingly agent-enabled financial ecosystem could support consumers in understanding financial concepts, comparing products and moving from intent to informed action within defined permissions and controls.  

The company notes that the opportunity for financial institutions extends beyond deploying AI agents to providing trusted AI that combines intelligence with reliable information, appropriate financial context and strong governance. 

Among the key trends identified in the study is the emergence of the agentic consumer, with AI expected to play a greater role in supporting product discovery, comparison, and access to financial services.  

The study also highlights trust as a potential differentiator, as consumers increasingly seek intelligence backed by reliable information and relevant financial context. 

Other findings suggest that product discovery and comparison could become more intelligent, creating opportunities for institutions that are discoverable, responsive and trusted. The study also emphasises that agent capabilities and trust infrastructure must evolve together, with transparency, governance and accountability becoming increasingly important. 

Additionally, Experian highlights the role of connected and governed platforms in reducing friction across financial journeys by bringing together data, analytics and decisioning with context. The study suggests that institutions that are prepared for an agent-enabled future may be better positioned to deliver connected customer experiences while maintaining evidence and accountability throughout decision-making processes. 

Manish Jain, Country Managing Director of Experian India, said, “Artificial Intelligence has the potential to reshape the next phase of financial services, not simply by making existing processes faster, but by changing how consumers and institutions interact, make decisions and take action within clearly defined boundaries.” 

Jain added that India’s retail credit market is already operating at significant scale, with lenders sourcing 51.69 crore loans worth ₹97.7 lakh crore in FY26. As AI becomes more embedded across the ecosystem, he said trust, governance and accountability will be essential to scaling its use responsibly. 

“The next phase of adoption will be defined not by how autonomous technology can become, but by how confidently consumers and financial institutions can trust it,” Jain said. 

Experian believes trusted intelligence, contextual decisioning and responsible innovation will be critical as organisations prepare for an increasingly agent-enabled future. The company said its data, analytics, decisioning and platform capabilities are designed to help financial institutions navigate this transition while maintaining trust, transparency and governance throughout the customer lifecycle.