Trouble brewing over estate agents’ use of AI photography
Shock exposé in the national press reveals widespread AI manipulation of property images by estate agents.
Estate agents are increasingly using artificial intelligence to enhance property photographs, risking breaches of consumer protection laws and potentially misleading buyers and tenants, a national newspaper investigation has claimed.
The Daily Mail has identified multiple estate agencies using AI software to add furniture to empty rooms, brighten lighting, enhance skies and even fill properties with non-existent contents, with mixed and sometimes unexpected results.
The paper highlighted the case of an Oxford property that had been listed by a major estate agency chain, where AI had added laminate flooring into a fireplace and the front door appeared to have no handle.
Other examples included properties with furniture that didn’t reflect in mirrors, curtains hanging without rails, and a ceiling that had mysteriously been opened to the sky.
We all have some properties helped by AI.”
James Harwood, property consultant at Norwich agents Minors & Brady, told the paper: “We all have some properties helped by AI”.
He adds: “For people looking to buy, it’s nice for them to see what a furnished home would look like rather than seeming an empty shell.”
Consumer groups warn the practice could mislead buyers. Sam Richardson, Deputy Editor of Which? Money, said: “This could waste buyers’ time and money travelling to viewings of properties that look nothing like they do online.”
Consumer protection
The Consumer Protection from Unfair Trading Regulations 2008 prohibit the use of images that contain false information or deceive average consumers, potentially causing them to make transactional decisions they would not otherwise take.
There are strong consumer regulations that protect people from being deceived by incorrect or misleading information”
And, speaking exclusively to The Negotiator, Nathan Emerson, CEO at Propertymark, says: “AI is becoming increasingly prevalent in everyday life and has the potential to help consumers make more informed choices by providing a greater depth of information.
He adds: “It is important, however, to be aware that there are strong consumer regulations that protect people from being deceived by incorrect or misleading information.
“There are defined lines between demonstrating the potential of a property versus misrepresenting details, as well as artificially enhancing imagery to the point that it isn’t authentic, and omitting key details that people need to make an accurate decision as to whether they want to purchase or rent the property in question.”
Picture courtesy of Rightmove/Connect-UK
Read more about Material Information and photography.
A property for sale isn’t going to include the furniture. So adding 3D virtual furniture is not a problem, unless you’re saying it’s being sold furnished – unlikely. As with everything in life, common sense has to play its part. So, when not to add digital furniture would be in a furnished rental, for example.
But, be careful using self-service AI. It often behaves like a naughty imp, and will do crazy and impossible things.
Where property is concerned, for the sake of your personal integrity and the protection of your reputation, get it done by an expert, by-hand. Check the result. Get it amended if it isn’t accurate. And, especially if the decor has been digitally changed or structure has been altered to show potential, say as much in the description. For safety, show the before and after images too – you’ll attract a buyer who can do the work and is looking for projects.
If a viewer reasonably thinks the after-image shows the property as it is currently, there’s potential for a visit from Trading Standards. Or, if the after-image shows impossible changes, that’s not good! It’s why we at DCTR Group’s Doctor Photo haven’t gone down the Self-service AI road, and won’t, unless AI matures and becomes reliable.