An estate agent in the East of England has slammed other property firms who use AI to write their property descriptions.

Sue Hall, who is a  coastal property specialists at Norfolk estate agency Arnold Keys has published an article calling out the “bland, lifeless copy riddled with American spellings and robotic corporate speak” which she believes has been generated by using AI platforms, the most famous of which are ChapGPT, and suggests agents who use AI to write property details are being lazy.

Hall says that everyone including agents should ensure that technology is “our servant, rather than us being its slave” and that her firm is “increasingly seeing AI-generated copy creeping into the property market,” she adds.

“AI can’t anticipate taste, or the fact that when it comes to the crunch, a buyer may trade practical requirements for something emotionally better, such as a great view, a sense of community in the area, or simply the way a house ‘feels’.

One size fits all?

“This is particularly true in Norfolk, especially in those areas – like the north Norfolk coast – where houses are genuinely unique, and where there is certainly no convenient one-size-fits-all.

“I have said many times before that estate agency is not about bricks and mortar, but about people and dreams.  And that is something that AI simply doesn’t get.

“A good estate agent will rely on experience and instinct, will listen to what buyers really want, and will invest in the process at an emotional level.  In other words, they will have ‘property intelligence’ and not just artificial intelligence.”

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Image credits: Arnold Keys