Estate agents are increasingly using artificial intelligence to enhance property photographs, a practice experts warn can mislead prospective buyers. This trend, dubbed "housefishing," involves using technology to repaint walls, add imaginary lawns, or remove clutter to make homes appear more appealing. While some agents argue the technology helps buyers visualize a property's potential, critics suggest it can cross the line into misrepresentation.
A recent survey of 906 UK homebuyers found that one in five respondents who purchased a home in the past year had viewed a property with digitally enhanced listing photos. Jack Bushrod, who runs the social media channel Housing Horrors, reported a surge in AI-enhanced images over the last six months. Bushrod noted that while using AI to declutter a room or add furniture may be acceptable, other agents use it to remove structural elements or hide defects like carpet stains and cracked tiles.
One prospective buyer, Olivia Nicole, reported that a five-bedroom property in south-west London appeared significantly different in person than in the images listed on Rightmove, Zoopla, and Winkworth. Nicole stated that the rooms were much smaller than pictured, the decor was different, and certain structural features, such as a raised wall section, were missing from the digital images. She noted that the use of AI was not clearly disclosed in the listing.
In response to such concerns, Rightmove, Zoopla, and Winkworth told the BBC they maintain strict guidelines regarding AI use and have removed the images in question. The Guild of Property Professionals has also issued guidance on the responsible use of AI enhancement.
Some homeowners have expressed surprise at the extent of the modifications made to their properties. Cara, a homeowner in Lowestoft, Suffolk, observed that her agent, Howards, used AI to empty a child's room of toys and alter the shape of a rug in listing photos. A spokeswoman for Howards said the firm has introduced a policy of labeling all AI-enhanced photos and stated the company does not use the technology "to misrepresent the fundamental features of a property."
