Estate agents are being urged to review their use of AI-generated property images. They are also being advised to consider how they handle smart glasses at viewings.
The Guild of Property Professionals says new technology is creating compliance challenges for agents. These include property marketing, privacy and recording inside people’s homes.
Paul Offley, compliance officer at The Guild, says agents can use AI to improve property marketing. However, they should make clear when AI has materially changed an image.
“AI is available as a tool to help and support all parties, not as a tool to deceive anybody,” he said. “It can be used to support what agents are doing, but it should always be used with caution.”
AI images must not mislead buyers
Agents might use AI to remove movable furniture or personal belongings from photographs.
They could also virtually furnish an empty or new-build property. This can help buyers visualise how a room might look.
However, The Guild says agents should clearly identify AI-enhanced images. Consumers should know that they do not necessarily show the property exactly as it appears.
“The key point is that AI should not be used to deceive anyone,” Offley said.
“There is a clear distinction between helping someone visualise a property and altering its characteristics in a way that could give a misleading impression.”
More fundamental alterations could create greater compliance risks.
For example, agents could mislead buyers by removing walls or changing room dimensions. Manipulating structural features to make a property appear larger could cause similar problems.
The Guild says consumers should be able to distinguish between the actual property and an AI-enhanced representation.
Smart glasses create new headache for agents
Smart glasses are also raising questions about what agents should allow during viewings.
Devices such as Meta’s smart glasses can include cameras and microphones. Users can take photographs, record video and access AI-powered features.
Offley says agents should set clear policies on photography and recording before viewings.
“Anything where you are recording a third party is subject to Data Protection Regulations, and you cannot simply record somebody without making it clear that you are doing so,” he said.
“You certainly cannot go into someone’s property and start recording the interior without prior consent.”
Agents could include a notice in their property particulars or viewing information. This could state that visitors need permission before taking photographs or recording video.
Agents can also ask anyone wearing smart glasses whether they are recording.
“If they are recording, the agent can politely ask the person to remove the glasses or stop the recording,” Offley said.
“There is nothing wrong with raising the question, particularly where the agent has responsibility for the property and the privacy of the people involved.”
Agents urged to review policies
The Guild says agents should review how emerging technology fits within their existing compliance procedures.
“Technology is developing rapidly, and there will inevitably be new tools that agents and consumers start using,” Offley said.
“The important thing is that agents understand how those tools interact with their existing compliance responsibilities.
“AI can be extremely useful when it is used appropriately, and smart glasses may offer consumers new ways of interacting with property. However, neither should be allowed to undermine transparency, privacy or the accuracy of property marketing.”
