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Property seekers and renters have voiced strong criticism regarding the use of artificial intelligence (AI) in property listings displayed on platforms like Rightmove, describing the practice as misleading and a waste of time. Jessica Otterwell, currently searching for a flat in Brighton, East Sussex, compared the experience to expecting a brand-new Mercedes only to find a Skoda with a missing wheel upon arrival. This analogy highlights the frustration caused by AI-generated images creating unrealistic expectations.
Staging a property with physical furniture can be very costly, with one estate agent in Sussex estimating expenses up to £50,000. Another agent from Surrey emphasized that technology’s role should be to assist, not to deceive prospective buyers or renters. Rightmove, which aggregates listings from various estate agents but does not directly sell or rent properties, permits AI-generated visuals only if they are clearly marked as such. The BBC observed some listings carrying watermarks like “Virtually staged” or “Artificially enhanced,” though many listings failed to disclose the use of AI imagery. This phenomenon has been described by some as “housefishing.”
Leyla Ledwith, a 31-year-old rental seeker in Brighton, spent three months viewing properties and found only a minority of those furnished as depicted online. She described the situation as “false advertisement,” expressing how disappointing and frustrating it is to discover properties that appear attractive online but prove to be dark, outdated, and poorly maintained in reality. Ledwith pointed out that such practices waste time for all parties involved, including renters, buyers, sellers, landlords, and estate agents. She questioned who actually benefits from enhanced AI photos.
Chris Norris, chief policy officer at the National Residential Landlords Association, acknowledged concerns from those feeling misled and stressed the necessity for property listing platforms to implement AI technologies responsibly to prevent user confusion. From the estate agents’ perspective, David Vaughan of Aston Vaughan explained the cost-saving advantage of AI staging, which helps both owners and buyers by making empty spaces easier to visualize. Meanwhile, the agency Warren Powell-Richards highlighted that while embracing AI is inevitable, it must be used carefully to uphold trust and maintain a positive customer experience. Additionally, Miles & Barr confirmed that using AI and CGI to assist prospective clients in visualizing properties has been standard practice for some time. Rightmove reinforced that the accuracy of listing images is essential and that they take action against misleading content, including requiring corrections or removing listings when necessary
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