Technology brings opportunity, but transparency remains essential: AI should enhance marketing, not mislead

As technology continues to evolve across the property sector, estate agents are increasingly using artificial intelligence (AI) to enhance property marketing, while consumers are also gaining access to smart devices such as Meta Glasses, which can capture photographs and video and connect to AI-powered services.

With these developments come important compliance considerations. Paul Offley, Compliance Officer at The Guild of Property Professionals, has recently addressed questions from agents on how they should approach AI-enhanced property images and what they should do if a prospective buyer or tenant arrives at a viewing wearing smart glasses.

According to Offley, AI can be a useful tool for estate agents, provided it is used responsibly and transparently. “AI is available as a tool to help and support all parties, not as a tool to deceive anybody,” says Offley. “It can be used to support what agents are doing, but it should always be used with caution.”

For example, where a property contains a significant amount of movable furniture or personal belongings that could distract from the appearance or layout of a room, an agent may use AI to remove those items from an image for presentation purposes. However, the marketing material should make it clear that AI has been used and that the photograph does not necessarily represent the room exactly as it appears at the property.

Similarly, AI may be used to furnish images of a new-build or otherwise unfurnished property to help prospective buyers visualise how the space could look when furnished. Again, Offley says it is important that the image is clearly identified as an AI-enhanced representation and not presented as an actual photograph of the property.

“The key point is that AI should not be used to deceive anyone,” he explains. “There is a clear distinction between helping someone visualise a property and altering its characteristics in a way that could give a misleading impression.”

Using AI to remove structural elements, such as walls, in order to make a room appear larger, or altering the fundamental design or dimensions of a property, would therefore cross that line.

For agents, transparency is key. Where AI has materially altered an image, the consumer should be able to understand what they are looking at and distinguish between the actual property and an illustrative representation.

Meta Glasses raise questions around photography and recording at viewings

The increasing availability of smart glasses presents a different compliance challenge for agents. Devices such as Meta Glasses incorporate cameras and microphones, can capture photographs and video, and may connect with AI-powered functionality.

Offley says agents should be clear about their policy on photography and recording before a viewing takes place.

“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 says. “You certainly cannot go into someone’s property and start recording the interior without prior consent.”

One practical measure agents could consider is adding a clear disclaimer to their property particulars or viewing information stating that photography or video recording is not permitted during a viewing unless agreed in advance.

If someone arrives at a viewing wearing Meta Glasses, Offley says it is perfectly reasonable for the agent to ask whether they are recording or taking photographs. “If they are recording, the agent can politely ask the person to remove the glasses or stop the recording,” he explains. “There is nothing wrong with raising the question, particularly where the agent has responsibility for the property and the privacy of the people involved.”

Offley believes that having a clear policy in place in advance can help agents manage these situations professionally and consistently. Both examples demonstrate the importance of agents keeping pace with technological developments while maintaining clear standards around transparency, accuracy and consumer protection.

“Technology is developing rapidly, and there will inevitably be new tools that agents and consumers start using,” says Offley. “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.”

The Guild of Property Professionals encourages agents to consider their policies and procedures as technology evolves, ensuring that both their marketing material and viewing arrangements remain clear to consumers and other parties involved in a transaction.