Key facts
- Winkworth is accused of using AI to alter images of homes for sale.
- The AI-generated images allegedly make properties appear larger or in better condition.
- Winkworth operates over 100 offices across the UK.
The use of artificial intelligence in real estate marketing is a growing trend, with agencies seeking to present properties in the most appealing light. However, this case highlights concerns about transparency and potential deception when AI is used to significantly alter the appearance of homes, raising questions about buyer expectations and the ethical boundaries of digital marketing in the property sector.