The role of Coulomb scattering is studied in the coherent transients of strongly driven exciton resonances in semiconductor quantum wells. Coulomb scattering is treated within the second Born approximation and the light-induced dressing of the electron-hole gas is consistently included. The light dressing is found to decrease the Coulomb collision efficiency and therefore the field-driven dynamics is close to the Hartree-Fock case. Indeed, Coulomb relaxation and dephasing are not strong enough to prevent a dynamical Stark splitting in the pump-probe absorption spectra.