ESTATE AGENTS USING artificial intelligence (AI) generated images on property listings “is misleading to people” and wastes their time, according to Tánaiste Simon Harris. 

The Journal reported this week that one Cork estate agency and auctioneer garnered criticism for showing spruced-up versions of photos of a property alongside the real ones.

The first photo of the listing by estate agents Auctioneera, which was also posted on Daft.ie and MyHome.ie, shows the front of the house, except the garden has new steps, a wall, a manicured lawn and flower beds, all of which were created by artificial intelligence.

AI-generated property images

Each image generated by AI has a note at the bottom saying it’s been created by AI “to show property potential”.

In a statement, the company said: “We use AI-adjusted or virtually staged images in certain listings to help buyers visualise how a property could look when fully furnished or with completed landscaping, particularly in cases like our listing at Pearse Road in Ballyphehane, Cork where the home has been newly retrofitted internally and is presented without furniture.

“Importantly, every AI-adjusted image is clearly labelled as such, and the original photographs of the property are also included in the listing.

“The purpose is to illustrate potential and not to replace or disguise the property’s current condition.”

When asked about such actions, the Advertising Standards Authority said the use of such images on property listings are “not likely to mislead” if properly flagged.

Labour housing spokesperson Conor Sheehan raised the issue with the Tánaiste in the Dáil today and called on the government to investigate.

He asked: “With the new AI office being set up in August, what are government going to do about the likes of this?”

In examples covered by The Journal’s article on the issue yesterday, the estate agents running the ads had the AI photos clearly labelled and the original photos were also carried alongside them.

Sheehan raised concerns, however, that properties could be misrepresented and potential buyers could end up being shown “fake apartments or houses”.

Under the government’s new Digital and AI strategy, a dedicated new AI Office of Ireland is to be established, which will be the central coordinating authority for the EU AI Act, which is being worked on. 

‘Misleading people’

The Tánaiste thanked the deputy for raising what he said was a serious issue, stating that it is misleading to people and can waste people’s time who go along to view a property that has been spruced up by AI, only to find it is in a much different condition.

He asked for some time to consider the matter with colleagues, but added:

“I do take the point that there’s meant to be these things saying; ‘This AI generated’, but we shouldn’t all have to kind of squint to find these things.

“It’s also a very bad practice. I mean, you can just show us what the actual house looks like. That is a much more decent way of engaging with people. So I’ll engage with both the Minister for AI and Minister for Housing on this,” concluded the Tánaiste.

With reporting by Mairead Maguire