A three-bedroom semi-detached home in Exeter, UK, has become the center of an online debate after estate agents used artificial intelligence (AI) to digitally remove clutter from the property’s interior photos. The house, listed for £420,000, was described as being ‘in need of modernisation’ and was heavily cluttered with personal belongings. Instead of physically clearing the space, agents opted for AI to create images of eerily empty rooms, sparking a backlash from potential buyers who found the practice misleading.
The Rightmove listing openly disclosed the digital alterations, stating, “We have included images that have been AI enhanced to show the property cleared of the owner’s belongings.” Despite this transparency, the use of AI in property marketing has raised ethical concerns, with critics arguing it glosses over the true condition of homes.
AI in Real Estate: A Growing Trend
Traditionally, virtual staging involved adding furniture to empty rooms to help potential buyers visualize a space’s potential. However, the trend is shifting towards using AI to remove years of accumulated belongings, making homes appear more presentable. This practice, though cost-effective, has been criticized for potentially misleading buyers.
AI tools marketed to estate agents promise to brighten rooms, remove clutter, and enhance interiors for as little as £1.20 per image. Some services even claim to digitally deep-clean a home in minutes. While these tools offer convenience, experts warn they risk wasting buyers’ time and eroding trust.
“Homebuyers today are highly visual and emotionally driven. A staged property can help them form a connection – that’s the point. But if the home they visit doesn’t resemble the AI-enhanced images they saw online, it creates distrust,” said Marion Ellis, a chartered surveyor with Love Surveying.
International Concerns and Regulations
The use of AI in property marketing has sparked concern beyond the UK. In Australia, the New South Wales state government recently introduced legislation requiring estate agents to declare if AI has been used to enhance listings. This move followed reports of AI being used to disguise damage or make rooms appear larger than they are. Currently, there is no equivalent requirement in the UK.
Sam Richardson, deputy editor of Which? Money, emphasized the importance of viewing properties in person before making any financial commitments. “With home buyers and renters likely needing to view several properties, this could waste their time and money travelling to viewings of properties that look nothing like they do online,” he noted.
Ethical Implications and Industry Response
While some estate agents defend the use of AI as a tool to help buyers envision a property’s potential, others caution against over-reliance on digital enhancements. Babek Ismayil, founder of property business OneDome, stated, “Used responsibly, AI has a real role to play in improving property marketing. But agents should be upfront about what’s been digitally altered. Buyers aren’t expecting perfection – they’re expecting honesty.”
Marion Ellis warned that overzealous ‘staging’ could risk breaching trading standards regulations. She cited an example where enhanced photos disguised a ‘doer-upper’ as being ready to inhabit, potentially misleading buyers.
“If agents or developers do use AI staging, my advice is simple: be transparent. Flag it clearly in the listing, and make sure buyers understand what is and isn’t real. Trust is everything in a sale,” Ellis advised.
The Future of AI in Property Marketing
As AI technology continues to evolve, its application in real estate is likely to expand. However, the industry faces the challenge of balancing innovation with ethical standards. Transparency and honesty will be crucial in maintaining buyer trust and ensuring that AI serves as a helpful tool rather than a deceptive one.
In the meantime, potential buyers are advised to remain vigilant and conduct thorough inspections before making purchasing decisions. As the debate around AI-enhanced property listings continues, the real estate industry must navigate these new waters with caution and integrity.
