Mathew Williams 
With artificial intelligence (AI) usage soaring across the industry, real estate professionals need to ensure they remain clear and transparent to meet the growing demand for trust from their clients.
According to RMIT University’s Building trust: Exploring AI and ethical practices in the property profession report, the real estate industry has growing concerns over the professional standards of AI use.
The report, based on interviews with property industry figures, found that professionals were using AI tools for a wide range of activities, including market research, property management and content creation.
While AI tools can boost productivity and efficiency, the interviewees said the industry needed to understand the consequences of AI and that the tool should be used as a support, not a replacement.
The report raised concerns about overreliance on AI, a lack of accountability and professional responsibility.
It also flagged concerns around how tools were used and how the resulting work was presented to clients, with disclosure of their use identified as a key issue.
“Passing off AI-generated content as one’s own work without disclosure could mislead clients or regulators,” a respondent said.
The report found that agents need to be completely upfront about their use of AI, as it was vital that clients do not feel misled.
“Consumers should be informed about how AI is used in financial and real estate transactions as well as the potential risks associated with it. Transparent communication can help build trust, allowing consumers to make informed decisions when interacting with AI-driven services.”
According to the report, another critical concern was the reliability and accuracy of data produced by AI, as it could only draw on the information provided to it, which could lead to a skewed or biased view of what was actually occurring.
If AI were presented with an incomplete dataset, it could lead to biased or skewed data being presented as fact and to decisions by agents and buyers being based on incorrect information.
“It is very hard to detect what is genuine with AI.”
Similarly, the client’s data and privacy were pointed out as a major issue.
AI, yes, but with trust and frameworks
According to the surveyed professionals, while AI could be a valuable tool, it requires strict oversight and robust privacy and data security standards to be upheld.
“Trust is still built through things like accuracy and expertise. And I think we still have that human element there.”
The report called for a four-pillar framework to strengthen trust and confidence.
It said that industry should focus on property-specific AI guidelines and governance, embedding education into professional standards and supporting workforce adaptation.
By establishing property-specific guidelines on AI use that prioritise transparency and disclosure, agents would be encouraged to openly disclose when they had used it.
Educating agents not only on how to use AI tools but also on how to do so in ways that align with industry standards should be a significant part of the learning for any new professional beginning a career in property.
The report said proper education would entail developing AI learning into formal education pathways, professional development and certification processes, which would require a collaborative effort among industry bodies.
“In doing so, ethical AI is framed as a collective professional responsibility rather than an individual burden.”
This story was originally published by Cyber Daily’s sister brand, REB.
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