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Many prospective homebuyers have likely encountered the frustration of viewing property photos on estate agents’ websites that paint a far rosier picture than the reality encountered during an in-person visit. This discrepancy is increasingly attributed to the use of artificial intelligence (AI) to enhance images, a practice aimed at showcasing a home’s potential but which can sometimes mislead. Features such as repainted walls, enlarged rooms, or even added lawns are digitally created to make listings more attractive. While estate agents argue that AI helps buyers imagine possibilities, experts caution that excessive use risks misleading customers, a phenomenon now referred to as “housefishing.”
A clear example is Olivia Nicole, who earlier this year was searching for a five-bedroom house in south-west London. After spotting a property on Rightmove that grabbed her attention, she was surprised to find the physical space much smaller with distinctly different decor when she arrived for a viewing. Olivia noticed structural differences too, such as a raised section of wall unseen in the online images and smaller windows than those shown. So struck was she by the variance that she documented the disparities with her own photographs. The property photos on Rightmove, as well as on Zoopla and Winkworth, had been enhanced using AI, though this was not clearly disclosed. Olivia expressed frustration at the wasted time and effort, especially since she took time off work for the viewing. The estate platforms later confirmed strict AI usage guidelines and removed the misleading pictures.
The use of AI in real estate imagery is becoming more widespread, making it easier for agents to modify photos compared to traditional tools like wide-angle lenses or Photoshop. The Guild of Property Professionals acknowledges the challenge in measuring the prevalence of such AI enhancements but has issued guidance on their responsible use. A recent survey of 906 UK homebuyers found that one in five who purchased a home in the last year encountered listings with digitally enhanced images that made properties appear better than they truly were. Jack Bushrod, who reviews unusual listings on his social media channel “Housing Horrors,” has observed a notable rise in AI-modified images over the past six months. He considers AI useful for minor improvements like decluttering or staging empty spaces, but objects to alterations that fundamentally misrepresent a property, such as removing pillars or adding windows. Most AI-enhanced pictures he has seen lack any clear labelling.
Cara, currently selling her house in Lowestoft, Suffolk, was surprised to find AI used to digitally clear clutter in photos of her home’s interior. One image showed her son’s room emptied of toys, while another had alterations like a missing doll’s house and a reshaped rug. Although these edits raised some buyer questions during viewings, Cara trusts her estate agent, Howards, which has acknowledged the use of AI and now labels AI-enhanced images on their listings. A spokeswoman for Howards emphasized that their policy avoids using AI to misrepresent fundamental property features, focusing instead on helping potential buyers envision the home’s possibilities. Meanwhile, Trading Standards supports AI use for basic photo improvements or virtual furnishing, provided disclosure is clear, but warns that structural changes or hiding key features may amount to misleading conduct and legal breaches. Some observers, including Jack Bushrod, call for mandatory disclosure of AI use in property listings to prevent misleading buyers and anticipate that the trend of “housefishing” will grow as more agents adopt AI enhancements
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