Key facts
- AI-generated media in real estate listings can mislead buyers by creating unrealistic expectations.
- Buyers have noticed discrepancies between enhanced listing photos and the actual property.
- Agents warn that exaggerating views or colors can lead to disappointment upon arrival.
- The National Association of Realtors' Code of Ethics requires truthful advertising and accurate images.
Real estate professionals are raising concerns about the potential for AI-generated media to mislead prospective buyers. Fatih Akman, a real estate professional with over 20 years of experience, highlights that while AI tools can enhance property presentations, they risk creating unrealistic expectations. Buyers have reported noticing differences between listing photos, which may have had their color intensity and sharpness increased, and the actual appearance of the property, leading to a loss of trust.
Akman emphasizes that adjustments to light should help buyers see what is present, not create a false impression. Exaggerating features like vegetation color or the prominence of a view can make a property seem more appealing in photos than it is in reality. He advocates for agents to take original photographs seriously and to review AI-generated videos alongside source photographs to ensure accuracy.
For U.S. Realtors, Article 12 of the National Association of Realtors' Code of Ethics mandates truthful real estate communications and accurate advertising, with Standard of Practice 12-10 specifically addressing misleading or manipulated images. Akman suggests that brokerages implement a clear release process, starting with verified property information and approved photographs, with a named individual responsible for checking the final campaign against these standards.