Estate agents are being urged to review their use of AI-generated property images and consider how they handle smart glasses during property viewings. The Guild of Property Professionals states that new technology is creating compliance challenges for agents, particularly concerning property marketing, privacy, and recording inside people's homes.
Paul Offley, compliance officer at The Guild, indicated that while AI can enhance property marketing, agents must clearly state when AI has materially changed an image. He emphasised that AI should not be used to deceive, and consumers should be able to distinguish between the actual property and an AI-enhanced representation.
Examples of AI use include removing furniture or virtually furnishing empty properties. However, more significant alterations, such as removing walls or changing room dimensions, could mislead buyers and create greater compliance risks.
Smart glasses, which can include cameras and microphones, also raise questions for agents regarding viewing policies. Offley advises agents to set clear rules on photography and recording before viewings, noting that recording a third party is subject to Data Protection Regulations and requires prior consent, especially when inside someone's property.
Agents could include notices in property particulars or viewing information, stating that permission is needed for photographs or video. They can also ask individuals wearing smart glasses if they are recording and politely request them to stop or remove the glasses if they are.