Practical Ways Brokerages Are Using AI
AI tools are helping brokerages protect their brand, streamline operations and standardize onboarding, freeing agents and staff to focus on higher-value work.
NEW YORK — Artificial intelligence (AI) adoption is increasingly focused on reducing friction rather than replacing people, as brokerages look for ways to improve consistency, protect their brand and free up staff time for higher-value work.
Brokerages that have seen early success tend to apply AI to practical internal systems, including brand compliance, policy clarity and onboarding support. Custom tools trained on existing brand guidelines can flag inconsistencies before marketing goes live, while internal knowledge models give agents real time answers to common operational questions without pulling administrative staff into repeated one-off conversations.
Similar tools are being used to support agent onboarding by providing a reliable place to ask questions as they arise, helping reduce overwhelm, and standardize training across the organization. These uses position AI less as a sweeping transformation tool and more as an operational layer that strengthens current real estate firm's systems.
Implementing AI in your brokerage does not have to become a major overhaul to be effective. In our experience, the best use cases aren’t about replacing people or automating everything; they are about strengthening the systems we already have in place,” Kate Hulbert, marketing director at Bozeman Real Estate Group in Bozeman, Montana, said in Inman. “By using AI to protect our brand, centralize internal knowledge, and improve onboarding, we’ve reduced friction, improved consistency, and created more space for agents and staff to focus on higher-value work.”
Source: Inman (01/20/26) Hulbert, Kate
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