The rise of 'housefishing' - when does using AI go from enhancing to misleading?
Summary
Estate agents in the UK are using AI to edit property listing photos, raising concerns that images can mislead prospective buyers. Buyers and property professionals say edits such as changing structural features or hiding defects cross a line, while decluttering or adding furniture may help people imagine a home’s potential.Key Facts
- Olivia Nicole said a south-west London home looked different in person from its listing photos, including smaller rooms and windows and a raised wall section absent from the images.
- The images of the London property appeared on Rightmove, Zoopla and Winkworth and were later removed by the companies.
- A survey of 906 UK homebuyers found that one in five people who bought a home in the past year had viewed a property with digitally enhanced listing photos.
- The Guild of Property Professionals has issued guidance on responsible use of AI image enhancement.
- Property reviewer Jack Bushrod said he had seen more AI-enhanced property images over the previous six months.
- Bushrod said removing structural features or hiding stains and cracks could mislead buyers, while decluttering or adding furniture can show a home’s potential.
- A homeowner in Lowestoft said AI was used to remove toys and clutter from her son’s room in listing photos; another edited image of her daughter’s room was later taken down.
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