Estate agents are facing a backlash for using “misleading” AI-generated pictures of rooms in property listings.
London-listed Winkworth, which has more than 100 offices across the UK, has used AI to enhance photographs of a number of its properties in the capital.
However, the estate agent has been accused of using the technology to make rooms appear larger or in better condition and, in one instance, of removing an entire chimney breast.
One prospective buyer who booked a viewing of a house in Tooting, south-west London, said they were “shocked” to realise that the pictures of the property they had seen online were AI-generated when they arrived.
In an online post, the viewer said: “The place not only looked nothing like the pictures, but it was not in great condition.”
The AI images, which have now been removed, included a dining room with fake furniture and decor, and the room appeared to look larger than it was in real life. The bedroom, reception room and patio were also significantly enhanced by the addition of furniture, lighting and decorations that had been non-existent.
The disgruntled househunter added: “We kind of laughed it off to be fair, as it seemed like a joke, but then felt quite upset because we took time off from work for this viewing and wasted our time seeing this place.
“My question is, should this be allowed? Are you not misleading potential buyers?”
Other properties listed online by Winkworth’s Tooting office contain the disclaimer: “Some of these images have been staged with AI.”
A spokesman for Winkworth Franchising said it used AI to help customers “visualise the potential of a property using digital tools”, but that all offices were required to disclose use of the technology and must not misrepresent a property.
They said the Tooting branch had decided to remove some images after a customer expressed disappointment during a viewing, adding: “Winkworth operates to the highest professional standards, with extensive training for all our offices in every aspect of the business, including the use of AI.”
‘Images do not match up with reality’
While estate agents have long used professional photography and editing to present properties in the best possible light, the use of AI to manipulate images has drawn accusations of false advertising.
Another would-be buyer said they had encountered numerous instances of AI-generated photos. Writing online, they said: “I suspect a lot of people are sorely disappointed when they walk through those doors, and the images do not match up with reality.”
Other major estate agency groups, including Savills and Knight Frank, also use AI images in their listings.
Nathan Emerson, the chief executive of Propertymark, which represents UK estate agents, said that while AI was an increasingly helpful tool for the property industry, there were “clear boundaries” around how it should be used.
He said: “AI should never be used to mislead buyers, create unrealistic expectations, or alter the condition or fundamental characteristics of a property.”
Mr Emerson said that inserting furniture or objects into a room that could never realistically fit, or modifying an image in a way that changes its true appearance, size or layout, all risked misleading customers.
He added: “While innovation is being embraced, consumers must always be able to rely on listings being accurate, fair and representative of the property they are viewing. AI should support informed decision-making, not distort reality.”
A spokesman for Savills said any of its listings that used AI featured two images – one showing the room as it is and another showing it staged. They added that the estate agent did not allow the use of AI to materially change the features of a property.
