Estate agents are increasingly using artificial intelligence to enhance property listings, from adding sunsets and removing clutter to virtually staging rooms with furniture. While some argue it helps buyers visualize potential, others warn it can mislead and waste time. The practice, known as "housefishing," has sparked debate over where to draw the line.
The Rise of AI in Property Listings
AI tools now allow agents to quickly and cheaply edit photos, replacing older methods like Photoshop. A popular technique is the "dusk shot," where a sunset backdrop makes a property stand out on portals like Rightmove and Zoopla. Many buyers accept this as part of the sales dream, but problems arise when enhancements go too far.
In a recent case, a Winkworth branch in south London faced backlash after a buyer on Reddit complained that an AI-enhanced property looked smaller and in worse condition than photos suggested. The agent had removed a chimney breast in the imagery. Winkworth removed the images, stating AI staging was used to "visualise the potential of a property" and was disclosed online.
Buyer Experiences and Concerns
Buying agent Nina Harrison of Haringtons recalls a client who nearly viewed the same house twice because AI had refreshed the photos and rewritten the marketing. "If I hadn't spotted it, he would have gone back to view the same house for a second time," she says.
One first-time buyer drove 75 minutes to view a £635,000 house in Maidenhead, only to find the main bedroom could not fit the furniture shown in AI-enhanced images. She now avoids listings with any hint of AI. "We were still at the stage where we needed agents to help us," she explains.
Evolution of Property Photography
In the 1990s, agents took photos themselves, using film and fisheye lenses. The launch of Rightmove in 2000 professionalized photography. Ben Gutierrez of Photoplan Bookings says agents now use wide-angle lenses, brighten images, and add blue skies. "We're definitely not changing anything structural," he says.
Photographer Ben Harrison has been asked to remove houses behind a property or erase a boiler. "I say no every time," he says. "It's about trust."
Legal and Regulatory Framework
The Digital Markets, Competition and Consumers Act 2024 makes it an offence to provide false or misleading information. The National Trading Standards office says AI edits that mislead consumers contravene the act. Penalties include imprisonment, fines, and bans from estate agency work. Buyers should complain to Citizens Advice or Trading Standards.
Buying agent Henry Pryor says, "Consumers don't complain often enough. The legislation is really clear." He believes AI images should be clearly labelled.
The Seller's Role
Daniel O'Brien of Aucoot says sellers often pressure agents to remove cars or change window frame colors. "I think you need to know where your moral compass lies," he says.
Virtual staging is cheaper than renting physical furniture, but poorly executed AI can backfire. "Bad AI enhancement is counterproductive," says Harrison.
Future Risks
Mohamed Mussa of Chestertons Global warns that AI-generated avatars are being used in property marketing. "Platforms are openly marketing realistic avatars for property marketing, with over 2,000 synthetic faces available in 110 languages," he says. A developer can generate a video of a satisfied buyer praising an apartment without any real customer.
Regulation in the EU and US is tightening. "Social media is full of reverse-image searches exposing the gap between listing and reality," Mussa adds. In the meantime, buyers must become better at filtering and calling out misleading images.
