Estate agent at centre of AI picture storm refutes ‘misleading’ claims
Roseberry Newhouse has removed some photos from a listing after complaints but says AI-created staging was clearly flagged.
An agency has found itself at the centre of a row over AI-generated images of a property that neighbours say are ‘misleading’.
Roseberry Newhouse, that covers an area of North Yorkshire and Teesside, has featured in the Daily Mail amid claims that photographs of a £350,000 terraced house have been ‘doctored’.
Neighbours appear to aim their fire at the owner of the property in the village of Eaglescliffe rather than the agency, claiming he is trying to “pull a fast one”.
Pictures removed
Some of the pictures have now been removed from the Rightmove listing at the portal’s request, including one of the front of the building with an adjoining beauty parlour removed and others with imaginary furniture.
The property listing boasts it is a “fully renovated three-bedroom Edwardian terrace”, with “beautiful period features throughout, including ornate cornicing, fireplaces & restored spindle staircase”.
They are pulling a fast one. It’s a laugh.”
Neighbour Andrew Bailey told the newspaper: “They are pulling a fast one. It’s a laugh. The price is shocking.
“They have faked it all. It is a bit overpriced even though they have done it up.”
Another neighbour said: “It was funny when I looked at because I realised they had used AI to do the place up.
“Obviously, no one is going to make an offer before looking at it, but it is kind of false advertising.”
Please be assured there was no intention to deceive in our marketing of the property.”
There is an ‘Additional Note’ at the foot of the property description saying:
“This property advertisement includes a combination of original interior photographs and virtually staged images (provided by the vendor) of the same rooms to illustrate potential lifestyle and living arrangements.”
John Newhouse, MD at Roseberry Newhouse, told the Mail: “Please be assured there was no intention to deceive in our marketing of the property. The listing clearly states that some images have been virtually staged to enhance presentation.”
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I get the impression the neighbour has a grudge against the owner for some reason.
This is exactly why we at DCTR group’s Doctor Photo, don’t use self-service AI. Yes, it’s cheap, unless you take into account the potential damage it does to customer reputations, and to the supplier. On social media, we’ve seen windows reduced in size to accommodate a sofa; a living room ceiling height increased – the only way that would be possible in a house would be by digging down, or removing a bedroom – so it would be wrong to claim this as ‘showing the property’s potential’; and Lilliputian-scale furniture enabling more to be fitted in where the space isn’t available. In the hands of anyone who is not expert in its use, AI has the potential to draw attention from Trading Standards – ensuring an attack of squeaky-bum-syndrome for the agent.
The agent this time did well to draw viewer attention to the alteration to the image. When major alterations are made, such as showing a couple of rooms knocked together, and a 3D kitchen added, if it’s accurate, and to plan and specification, this is good estate agency. But, as author of the RICS Guidance, I’d say it’s advisable to show the current original photo as well, to make clear that you are visualising the property’s potential, not that the work has already been completed. That’s entirely legitimate. But even when we do the working by-hand, it’s strongly advisable that the agent checks it to make sure it’s been done correctly. If it’s not, we will amend it. If it has to be right, get it done by an artist – preferably one of our🫢