Balancing AI’s Benefits and Risks in Real Estate
Real estate pros use AI to save time and boost marketing, but experts urge guardrails to avoid bias, errors and loss of a personal touch.
NEW YORK — Real estate agents are embracing artificial intelligence (AI) to streamline tasks, create marketing content and save time, but using it without limits can create real problems.
AI tools can help agents work more efficiently, from drafting property descriptions to generating visuals. These same tools carry risks that include misinformation, bias and loss of personal touch. To use them effectively, agents are encouraged to build in guardrails, double-check results and keep control of their messaging and branding.
The technology works best when used to support good judgment, emotional intelligence, and strong business practices. As the industry evolves, those who adapt thoughtfully while protecting their core values will be best positioned to grow.
“Using AI to improve and enhance consumer experiences, workflows and outcomes is the pink bubble, dream outcome for all of us. Pushing the environmental impact aside, AI has the potential to separate agents who are willing to use and adapt to the technology from the rest, and leave those who refuse to use it behind,” Inman writer Rachael Hite said.
Source: Inman (07/29/25) Hite, Rachael
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