The Guild of Property Professionals urges agents to update compliance policies after AI tools that alter images and camera-enabled smart glasses raise marketing, privacy and data-protection issues.
AI-modified property images must be clearly identified so consumers know they may not reflect the current state of the property.
Removing or altering structural features in marketing images creates a risk of misleading buyers and breaches compliance.
Agents should set and communicate clear rules on photography and recording at viewings, including asking visitors wearing smart glasses whether they are recording.
They are also being advised to consider how they handle smart glasses at viewings. Professionals says new technology is creating compliance challenges for agents. These include property marketing, privacy and recording inside people's homes.
"There is a clear distinction between helping someone visualise a property and altering its characteristics in a way that could give a misleading impression." More fundamental alterations could create greater compliance risks. Paul Offley, compliance officer at The Guild, says agents can use AI to improve property marketing. "AI is available as a tool to help and support all parties, not as a tool to deceive anybody," he said.
AI Property Images and Compliance Issues Explained. However, they should make clear when AI has materially changed an image. This can help buyers visualise how a room might look.
Estate agents are being advised to update their compliance policies to address privacy concerns arising from AI-enabled smart glasses during property viewings. The guidance comes as consumers increasingly use devices such as Meta Glasses, which can capture photographs and video while connecting to AI-powered services.
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