Major estate agency group Spicerhaart has been testing artificial intelligence (AI) technology to enhance property photographs. This trial involves digitally removing clutter, furnishing empty rooms, and demonstrating potential decorative schemes without physically altering properties.
Paul Smith from Spicerhaart stated that the AI applications can remove items such as washing-up, children’s toys, and scattered clothing from photographs in seconds. Empty rooms can also be digitally furnished in various styles, including contemporary, coastal, Scandinavian, or traditional designs, while partially renovated spaces can be shown with completed finishes.
Trading Standards guidance requires that enhanced images be clearly identified. Smith emphasised the importance of transparency, noting that enhanced images should be clearly labelled and original photographs made available to buyers. He distinguished between acceptable enhancements, such as removing temporary clutter or furnishing empty rooms, and problematic alterations like making rooms appear larger or hiding structural defects.
Sellers have reportedly responded positively to enhanced images during Spicerhaart's trials, with many preferring them to original photographs that show everyday clutter. The company reports that sophisticated marketing materials, including video, virtual furnishings, and multiple image versions, can now be produced more quickly and at lower cost.
Smith warned that widespread adoption of identical AI-generated staging could lead to uniformity rather than differentiation in property marketing. Industry analysts suggest that the ability to apply these tools appropriately, rather than simply possessing the technology, will determine competitive positioning as AI enhancement tools become more accessible.