THE ADVERTISING REGULATOR has said that artificial intelligence (AI) generated images on property listings are “not likely to mislead” if properly flagged.

It comes as one Cork estate agency and auctioneer has garnered criticism for showing spruced-up versions of photos of a property, alongside the real ones.

The two-bedroom, two-bath house on Pearse Road, Ballyphehane is on the market for €420,000.

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.

Tap or drag the slider below to compare the real photo with the AI-generated version:

Photos of the interior use AI to put trendy furniture in rooms. In one image of the kitchen, a cabinet is moved and a dishwasher is installed.

In the altered image of the bathroom, a niche is built into the wall of the shower and the sink and cabinet are replaced with larger versions.

An image of the back garden turns the muddy ground and small patio into a landscaped lawn with flower beds and a polished outdoor seating area.

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

Tap or drag the slider below to compare the real photo with the AI-generated version:

According to Ireland’s code of standards for advertising and marketing, ads should not “exploit the credulity, inexperience or lack of knowledge” of consumers.

The Advertising Standards Authority said AI in ads is permitted as long as this is clearly stated and the real images are available in close proximity.

“Where these considerations are met, it would appear that the practice of including AI-generated imagery is not likely to mislead,” the Authority said in a statement. The original images are also included in the ad in question for the Cork property.

Auctioneera said it’s had a “huge amount of enquiries” since the property was listed.

Tap or drag the slider below to compare the real photo with the AI-generated version:

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.”

Under an Instagram post about the listing by the account @lauras_views, some commenters criticised the use of AI, which they felt could be misleading and give a wrong impression of the property.

‘The gardens could be €30,000′

Kieran McCarthy, builder with KMC Homes and presenter of RTÉ’s Heat My Home, said any buyer would have to spend “a fortune” if they wanted to recreate the AI images.

Kieran McCarthy RTÉ RTÉ

“The gardens alone could be €30,000,” he told The Journal.

“I don’t think anyone’s going to spend that 30 grand on a front and back garden, so they’re buying into a dream that in reality they won’t have.

“Anyone who puts together €420,000, they won’t have a whole lot left in the savings account … they’re hardly going to be turning around and spending another god knows what, so it’s a bit unrealistic.”

An example of a real photo and AI-generated image used in a house listing Source: Auctioneera (as posted on Daft.ie and MyHome.ie) Auctioneera (as posted on Daft.ie and MyHome.ie) Auctioneera (as posted on Daft.ie and MyHome.ie)

McCarthy was surprised to see the altered images, calling it an “eye opener”.

“These houses already cost a lot. Building materials already cost a lot,” he said.

“If it was me, I’d be just showing it the way it is.”

Johanna Murphy & Sons Auctioneers in Cobh also uses AI images on its ads, alongside genuine photos of properties.

Murphy said this is in no way intended to mislead, but rather it helps to show people what’s possible.

“It is simply giving you a tool to create a vision of what you could do with the property. You don’t necessarily have to do the whole vision,” she said.

“It’s almost like building your own home.”

Property listings websites Daft.ie and Myhome.ie have been contacted for comment. The AI-generated images have also been labelled as such on these websites. Journal Media Ltd has shareholders in common with Daft.ie.