Rightmove and Zoopla issued statements setting out their guidelines on AI-altered property photos, after homebuyers raised concerns that some estate agents are using misleading photos
Homebuyers have called for a ban on AI usage to sell properties (stock)(Image: Karl Hendon via Getty Images)
Homebuyers have issued a warning to estate agents using AI-enhanced images to make their properties look more attractive online. While some estate agents claim they’re simply trying to show a property’s potential or ‘dress’ a new build to help buyers picture their own furniture inside, others believe it is “deceitful” and leaves them feeling catfished.
Advertising properties on platforms such as Rightmove and Zoopla, some estate agents have been caught using these tactics on both new builds and older homes. One prospective buyer expressed their fury on social media, stating: “Estate agents using AI to ‘dress’ houses should be illegal.”
They noted how Rightmove amended the listing to incorporate the unedited photographs, revealing the striking contrast between reality and what had been created 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?!”
Inside the property, AI had been used to change the lighting and slightly alter the dimensions of certain rooms. The technology also removed radiators and plug sockets, and added taps above the bath that don’t actually exist.
Turning to the garden, the AI introduced grass, plants and fencing and gave both the fence and the garage a complete makeover with a fresh coat of paint.
Another buyer commented: “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.”
Another 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.”
A further commenter stated: “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.”
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Rightmove and Zoopla’s AI guidelines
After we raised these concerns, Rightmove and Zoopla shared their guidelines on AI use on their websites.
A Rightmove spokesperson told us: “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.”
Meanwhile, 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.”