BARCELONA real estate agents are using AI to ‘pimp up’ dilapidated homes and create digitally enhanced images of flats that often bear little resemblance to their real-life condition.
The property market in the Catalan capital is notoriously competitive, and real estate agents are now turning to AI to make their listings stand out.
Real estate agents interviewed by Metropoli say the practice of enhancing images of run-down apartments with AI is becoming increasingly common.
Generative AI software is used to produce instant, zero-cost images of renovated versions of dilapidated homes which are then used on property listings.
It is also used to furnish empty flats with stylish decor and, in some cases, digitally remove walls to make properties appear larger.
AI-enhanced listings can boost engagement in a crowded property market, but they also risk creating unrealistic expectations for prospective buyers and renters.
The use of AI-generated images risks wasting buyers’ time and further damaging trust in a real estate sector already facing declining confidence.
Using AI in property advertising is legal, as long as agents specify that the images are AI-generated.
However, if content is misleading or not clearly identified as a simulation AI, it may fall under deceptive advertising or unfair competition rules in Spain and the EU.
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