![\"Ai](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2025\/08\/Ai-manipulation.jpg\")
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Estate agents are increasingly using artificial intelligence to enhance property photographs, risking breaches of consumer protection laws and potentially misleading buyers and tenants, a national newspaper investigation has claimed.<\/p>\n
![\"James](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2025\/08\/James-Harwood-Property-Consultant-Minors-Brady-.jpg\")
James Harwood, Property Consultant, Minors & Brady<\/p>\n
The Daily Mail has identified multiple estate agencies using AI software to add furniture to empty rooms, brighten lighting, enhance skies and even fill properties with non-existent contents, with mixed and sometimes unexpected results.<\/p>\n
The paper highlighted the case of an Oxford property that had been listed by a major estate agency chain, where AI had added laminate flooring into a fireplace and the front door appeared to have no handle.<\/p>\n
Other examples included properties with furniture that didn\u2019t reflect in mirrors, curtains hanging without rails, and a ceiling that had mysteriously been opened to the sky.<\/p>\n
We all have some properties helped by AI.\u201d<\/p>\n
James Harwood, property consultant at Norwich agents Minors & Brady, told the paper: \u201cWe all have some properties helped by AI\u201d.<\/p>\n
![\"Sam](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2025\/08\/Sam-Richardson-Deputy-Editor-of-Which-.jpg\")
Sam Richardson, Deputy Editor, Which? Money<\/p>\n
He adds: \u201cFor people looking to buy, it\u2019s nice for them to see what a furnished home would look like rather than seeming an empty shell.\u201d<\/p>\n
Consumer groups warn the practice could mislead buyers. Sam Richardson, Deputy Editor of Which? Money, said: \u201cThis could waste buyers\u2019 time and money travelling to viewings of properties that look nothing like they do online.\u201d<\/p>\n
Consumer protection<\/p>\n
The Consumer Protection from Unfair Trading Regulations 2008<\/a> prohibit the use of images that contain false information or deceive average consumers, potentially causing them to make transactional decisions they would not otherwise take.<\/p>\n There are strong consumer regulations that protect people from being deceived by incorrect or misleading information\u201d<\/p>\n And, speaking exclusively to The Negotiator, Nathan Emerson, CEO at Propertymark, says: \u201cAI<\/a> is becoming increasingly prevalent in everyday life and has the potential to help consumers make more informed choices by providing a greater depth of information.<\/p>\n He adds: \u201cIt is important, however, to be aware that there are strong consumer regulations that protect people from being deceived by incorrect or misleading information.<\/p>\n \u201cThere are defined lines between demonstrating the potential of a property versus misrepresenting details, as well as artificially enhancing imagery to the point that it isn\u2019t authentic, and omitting key details that people need to make an accurate decision as to whether they want to purchase or rent the property in question.\u201d<\/p>\n Picture courtesy of Rightmove\/Connect-UK<\/p>\n![\"Nathan](\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2025\/08\/1754561955_299_Nathan-Emerson-CEO-of-Propertymark.jpg\")
Nathan Emerson, CEO of Propertymark<\/p>\n