Zoopla has struck a major new agreement with OpenAI as it steps up efforts to embed artificial intelligence across the home-moving journey.
The deal gives Zoopla access to advanced AI models, tools and technical expertise, with the aim of speeding up product development and rolling out more sophisticated features across its platform. The focus is not just on improving property search, but on reshaping the wider process of buying and moving home – from early engagement through to completion.
For consumers, that points to more personalised insights, smarter recommendations and tools designed to simplify decision-making. Longer term, Zoopla is targeting a more streamlined transaction process, with AI handling parts of the journey in the background to reduce delays and fall-throughs.
For agents, the strategy centres on earlier engagement with potential movers, generating stronger leads and improving conversion rates – ultimately aiming to increase both instructions and completed sales.
Zoopla says it has been building its AI capability for more than 18 months, rolling out features such as natural language search within its app and testing a range of AI-driven user experiences. Early indicators point to strong commercial upside, with the portal reporting an 80% uplift in listing views and a 150% increase in leads among users engaging with AI-powered tools—suggesting more accurate matching between buyers and properties.
Its integration with ChatGPT also opens up an additional discovery channel, allowing listings to surface beyond traditional search environments and giving agents access to a broader, earlier-stage audience.
While AI-led platforms still account for a relatively small share of overall property search traffic, Zoopla’s strategy is to position itself ahead of that curve—capturing emerging demand while continuing to invest in its core platform, where user engagement and monetisation remain strongest.
The longer-term play centres on Zoopla’s existing base of around six million homeowners who already use the platform to track property values and consider future moves. By applying AI to this audience, the portal is aiming to identify intent earlier, deliver tailored insights, and connect prospective movers with agents and developers before they formally enter the market.
Paul Whitehead, CEO of Zoopla, said: “Innovation has always been at the core of Zoopla, and we’ve been investing in AI for some time to improve outcomes for consumers and customers. This agreement allows us to accelerate that progress, bringing advanced capabilities into Zoopla and helping us innovate faster.
“While much of the market is focused on AI-powered search, we believe that’s only part of the opportunity. The real impact comes from using AI to better understand consumer intent, connect the right buyers and sellers, and unlock more successful home sales for consumers and our customers. That is where we are focused and where we believe AI will have the greatest beneficial impact on the UK property market.”
Zoopla ‘betting big’ on AI when public opinion on AI is at record lows, and the bubble looking like its close to popping, is the most on brand Zoopla thing they could do!
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