Artificial intelligence (AI) is poised to bring significant changes to property marketing, according to Paul Smith, founder and chairman at Spicerhaart. He believes AI staging will soon be as common as professional photography.
Spicerhaart has been testing AI applications, particularly its use in enhancing property photography. The technology can remove distractions like clutter from rooms and virtually furnish empty spaces in various styles, such as contemporary or traditional.
This allows agents to demonstrate a property's potential, for example, by showing what a newly plastered room could look like when finished. However, Smith stresses the importance of transparency, stating that enhanced images must be clearly labelled and original photographs made available to buyers, in line with Trading Standards guidance.
Smith highlights that while AI makes sophisticated marketing more accessible, good judgment remains crucial. Agents must know when and how to use AI responsibly to avoid misleading buyers or creating a uniform appearance across properties.