Rightmove and Zoopla have outlined their guidelines on AI-generated property images after homebuyers demanded estate agents stop using AI-altered photos and descriptions in listings.
One homebuyer described the practice as "deceitful", noting that a Rightmove listing was updated to include original photos that showed a stark difference between reality and the AI-generated version.
Homebuyers' complaints over AI images
A social media user said: "Estate agents using AI to 'dress' houses should be illegal." They added that the AI-generated description did disclose the use of AI but stated the physical structure and layout were not altered. However, they pointed out that a fence appeared in one photo but was missing in another, calling it a misrepresentation of the property.
Indoors, the AI changed lighting, slightly altered room dimensions, removed radiators and plug sockets in certain rooms, and added taps above the bath that do not exist in real life. In the garden, AI added grass, plants, and fences, and gave the fence and garage a fresh 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." They added: "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 said: "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 commented: "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."
Platform guidelines on AI imagery
A Rightmove spokesperson said: "It's critically important that people see accurate representations of properties on our platform."
They added: "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."
The spokesperson continued: "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."
They added: "Consumers can report concerns directly to us, and we will investigate any specific examples brought to our attention."
