Rightmove and Zoopla have shared their guidelines when it comes to using AI on their websites, as homebuyers call for estate agents to stop using AI-altered images and descriptions on their listings
Homebuyers have called for a ban on AI usage to sell properties (stock)(Image: Getty)
Gone are the days when you’d knock on a door with a ‘For Sale’ sign out front without an appointment and view the property there and then. Today, many homebuyers turn to online property websites to search through houses in their desired area, while also learning about its sales history at the same time.
While there’s a variety of options to turn to, many homebuyers spend their time on Rightmove or Zoopla. However, they’re starting to feel betrayed as estate agents continue to list properties – new and old – with AI-altered images. Some estate agents claim they’re showing ‘inspiration’ of what a property could become, while others are simply staging empty homes to make them look more appealing to a buyer.
Regardless, it has sparked outrage among homebuyers, who are calling for estate agents to stop using AI-altered images in their listings, claiming it’s “deceitful”.
One homebuyer vented their outrage on social media, saying: “Estate agents using AI to ‘dress’ houses should be illegal.”
They noted how Rightmove updated the listing to include the original photos – showing the stark difference between reality and what had been generated using AI.
They added: “The description (AI-generated) does disclose the use of AI, however states that the physical structure, layout etc. are not altered.
“However, in photo 22 there is a fence all the way to the bottom of the garden… in photo 24 there is not! This should be illegal, surely it’s a misrepresentation of the property?!”
Indoors, the AI changed the lighting in the house, slightly altered the dimensions of the rooms, removed radiators and plug sockets in certain rooms, and added taps above the bath which don’t exist in real life.
When it came to the garden, the AI added grass, plants, and fences, as well as giving the fence and garage an entire paint job.
Another homebuyer said: “If I went to view that based off the listing, I’d think I was taken to the wrong house. AI hasn’t even got the front door correct.
“I’d be incredibly disappointed thinking I’d be getting that lovely kitchen when it probably doesn’t exist. They will struggle to attract the right kind of person if they continue to do this.”
One more added: “There was one here a few months back that had an empty house. One photo would be a room with AI furniture, followed immediately by a photo of the same room, empty. I thought that was a reasonable use of AI – to show an empty property as it could be lived in. I could do without the rest, though.”
Another said: “A 1 star Google Review of the estate agent with the title ‘potential buyers beware’ explaining the use of AI will eventually eradicate it hopefully.”
Rightmove and Zoopla’s AI guidelines
Speaking to The Mirror, Rightmove and Zoopla shared their guidelines when it comes to AI usage on their websites:
A Rightmove spokesperson said: “It’s critically important that people see accurate representations of properties on our platform.
“We allow the use of AI-enhanced imagery where it is clearly labelled, accompanied by accurate images of the property, and is not misleading.
“We’re working closely with the industry to help support agents on how best to use AI, and communicating guidance regularly as the technology evolves.
“While agents are responsible for the content they upload, we take action where images are found to be misleading, including requiring amendments, removing listings from our platform, and taking further action where necessary.”
A Zoopla spokesperson said: “Property photographs should give people an accurate description of a home.
“Our member terms require property information not to be misleading, and our customers must make clear when AI has been used to produce photographs.
“Consumers can report concerns directly to us, and we will investigate any specific examples brought to our attention.”
