Editor's note: This brief was summarised by The Property AI Newsroom from a report by Property Industry Eye. Read the original article for full details.

AI Trials Highlight New Approaches to Estate Agency Marketing

Estate agents are testing artificial intelligence (AI) tools to enhance property marketing, according to a report by Property Industry Eye. Recent trials have focused on using AI to improve property photography, including removing clutter and virtually staging rooms.

Over recent months, agents have trialled AI staging on real property images to assess its capabilities and limitations. The technology has been used to remove distractions such as household clutter from photographs, as well as to furnish empty rooms in styles tailored to the property and likely buyer. AI has also been applied to images of rooms undergoing refurbishment, adding colour and furniture to help buyers visualise the finished result.

The report notes that while AI can make photographs more appealing, the widespread availability of such technology means that knowing how and when to use it is increasingly important for agents. The use of AI in property marketing is compared to the use of CGI by developers, with an emphasis on transparency and clear labelling of enhanced images.

Trading Standards guidance is highlighted, stating that enhanced images should be clearly labelled and that buyers should have access to the original photographs. The report stresses the importance of maintaining trust and avoiding the use of AI to mislead buyers, such as by altering the size of rooms or hiding defects.

Early feedback from sellers involved in the trials has been positive, with many expressing excitement about seeing enhanced images of their homes. The report concludes that while AI offers new opportunities for property marketing, agents must remain responsible for ensuring accuracy and transparency in all marketing materials.