London, Feb 12, 2026, 08:48 GMT — Regular session
- Experian clawed back roughly 0.9% in early action, regaining some ground after yesterday’s steep drop.
- The latest filing put another 400,000 shares under its new buyback plan.
- Investors are weighing fresh product integrations aimed at both data quality and automotive marketing.
By 0848 GMT on Thursday, Experian shares had gained roughly 0.9% to reach 2,396 pence, clawing back some ground after dropping 4.1% the previous day. The stock moved between 2,381 and 2,439 pence, staying inside its 52-week band of 2,361 to 4,101 pence. 1
That decision lands as investors remain on edge over data and analytics firms, caught up in the ongoing debate over how much AI might erode tried-and-true subscription revenues. Just in the past few weeks, anxiety about AI’s potential to shake up the space spooked London-listed players like Experian, RELX, and London Stock Exchange Group. 2
Back in late January, Experian announced a fresh $1 billion share buyback. The company stuck to its existing medium-term financial targets and dividend approach, saying there was no change there. 3
Experian disclosed in a Thursday filing with the London Stock Exchange that it snapped up 400,000 shares at a weighted average price of 2,404.3580 pence, booking trades between 2,363.0000 and 2,477.0000 pence. According to the statement, the buyback took place on Feb. 11 at 16:37. 4
Buyback programs shrink the share count, giving a lift to the stock, but they don’t affect actual demand for the business itself. When a stock is struggling, traders pay close attention to how quickly those repurchases are happening.
Experian hasn’t just been talking up its capital return plans; the company is also leaning into AI-linked product development. On Wednesday, it rolled out a new integration: Aperture Data Studio now works within Snowflake’s AI Data Cloud. The idea? Users can manage data quality and governance directly inside Snowflake, skipping the data transfers. “Data is the foundation of every transformation,” said Andrew Abraham, Experian’s global managing director for data quality. Rinesh Patel at Snowflake called the move a way for customers to create “a trusted, compliant data foundation” that both “reduces risk” and “accelerates AI adoption.” 5
Experian flagged another deal in auto marketing. On Feb. 11, DAS Technology announced it’s bringing Experian’s automotive audience segments into its CX platform—meant to let dealers zero in on households by ownership and when they’re likely to buy. “Precision and automation” are “non‑negotiable now,” DAS Technology COO Jason Barrie said. John DeMarco of Experian Automotive echoed that, noting retailers need “precise, actionable insights” to stay in the game. 6
Even so, the immediate risk hanging over the shares is that the broader market’s AI-driven repricing just keeps going, no matter what happens with buybacks or new partnerships. Experian’s revenue is tightly linked to credit checks, mortgage applications, and fraud detection in North America; all of those can swing with changing interest-rate bets and how eager lenders feel. Back in January, Panmure Liberum’s Andrew Ripper flagged worries about AI and possible shifts in how the U.S. credit-scoring sector operates as additional pressure on the stock. 7
When sizing up Experian, investors usually look to U.S. credit bureaus Equifax and TransUnion as reference points. The core issue remains consistent: just how healthy is lending activity, and are fraud and identity offerings holding up?
Now, eyes turn to upcoming buyback announcements and whether executives tie new product launches directly to revenue figures. According to Experian’s financial calendar, full-year results covering the period to March 31, 2026, land on May 20. The company also has a Q1 trading update scheduled for July 16. 8
