Buyers make split-second decisions as they scroll through listings, so creating a strong first impression is everything. While well-written property copy and comprehensive details set the stage, high-quality imagery remains at the top of the list for capturing immediate buyer attention. This puts real pressure on property practitioners to bring their A-game every time.
AI tools have entered the conversation
Against this backdrop, the real estate industry is turning to AI to enhance the way homes are presented online. According to a recent Prop Data poll, 47% of property practitioners say they’ve used AI for listing images. Empty rooms can be virtually furnished, dated spaces can be given a more contemporary look, and outdoor areas can be enhanced with elements such as greenery. Listings can even be brought to life with digital touch-ups like brightening skies or decluttering messy spaces.
For Magda Stoffberg, Owner and Principal of REALGLEN Properties, the appeal lies in helping buyers form a connection with a property before they step through the front door. “The biggest benefit is helping a listing stand out and helping buyers connect emotionally with a property before they even view it,” she says. “AI can improve presentation, show what can be done with empty or dated spaces, and create more engaging marketing material quickly.”
That potential can be particularly valuable when the property itself has plenty to offer, but the original imagery doesn't quite capture it. “It is particularly useful when a property has good bones, but the photographs do not immediately do it justice,” Stoffberg says.
Jonathan Broekman, Principal and Owner at Homes of Distinction, points to another part of the process where AI is already making an impact: image editing. “Even our photographers have embraced AI to speed up their editing and enhance the pictures to stand out in a sea of ordinary,” he says.
For Broekman, that matters because the image has only a moment to capture interest. “Our attention span and focus are so limited, no one immediately reads copy, and there is a competing option, so the image on its own is 99% responsible for getting a call,” he says.
Charleen Estherhuizen, Property Practitioner at Seeff Namibia, also sees AI-enhanced imagery as a way to bridge the gap between what buyers see and what they can imagine. “It offers great possibilities,” she says. “AI doesn’t just help you see the house, but what it could become. Often, the photos do not portray the property listed accurately.”
Not everyone is ready to bring AI into the mix
Despite the potential, AI-enhanced imagery isn't yet standard practice among practitioners. More than half of survey respondents (53%) said they haven’t used AI to enhance their listing images, suggesting many are still weighing whether and how to use the technology.
According to Stoffberg, “There is still uncertainty about how to use AI effectively, and some practitioners may assume it is complicated or time-consuming. There is also a valid concern about altering images too much and unintentionally misrepresenting a property.”
For some practitioners, that concern about setting the wrong expectations is particularly important. Estherhuizen believes AI-enhanced images need to be clearly positioned as visualisations of what a property could become. “AI usage will have to be accompanied by the wording ‘potential’ or ‘idea’,” she says. “Many property practitioners refuse to use AI as it creates a false impression. Once the buyer enters the property and AI has cleaned up or added modern furniture, they find that the practitioner introducing them to the property was not being honest.”
However, not everyone sees unfamiliarity as a reason to hold back. Broekman believes getting comfortable with AI will simply become part of keeping pace with the industry. “Maturity doesn’t come with age, but from experience and making mistakes. We shouldn’t fear AI,” he says. “Using AI is going to be like using a cellphone; unfamiliar to start, but soon going to be every day.”
For Broekman, the bigger risk may be waiting too long to adapt. “In order to stay relevant in a very fast-moving world, the longer you take to start, the further back you’ll be,” he says.
Getting AI-enhanced listings right
When used responsibly, AI image enhancement is a useful marketing asset rather than a tool for exaggeration. Striking the right balance between showcasing potential and maintaining buyer trust comes down to a few practical considerations.
Use AI to inspire, never to deceive: Enhance photos to highlight a property’s true potential, but keep changes grounded in reality. As Stoffberg emphasises, “Practitioners must never alter permanent features, hide visible defects, or digitally generate elements that a buyer will not see during an in-person walkthrough.”
Be transparent about what has been enhanced: If an image has been materially altered, make it clear that buyers are looking at a visualisation rather than an accurate representation of the property’s current condition. Stoffberg recommends keeping the original photographs available and clearly identifying virtually staged images where appropriate. Recent industry guidance also places greater emphasis on disclosing AI-enhanced and virtually staged images.
Keep the changes subtle where possible: Not every use of AI needs to dramatically transform an image. According to the National Association of REALTORS, routine adjustments such as colour correction, sharpening, cropping, and white balance are generally distinguished from edits that materially alter the property.
Never use AI to hide problems: Cracks, damaged tiles, cupboards in poor condition, or other issues shouldn’t be digitally removed simply to make a listing more appealing. “I am wary of using it for changing images, especially concealing cracks in walls, damaged tiles, or cupboards,” says Estherhuizen. “It’s potentially misleading and creates an expectation that could lead to legal action.”
Keep the buyer’s journey in mind: Broekman offers a useful reality check: “With the current petrol price, how much do I want to get into my car and go see if this is actually as good as it looks in the pictures?” If the edited image could make a buyer feel that they’ve been promised something different when they arrive, it may have gone too far. The same principle is also reflected in industry guidance: AI should help buyers understand a property, not create a disconnect between the listing and the real thing.
Help buyers make an informed decision: AI-enhanced images work best alongside original photographs, accurate property details, floor plans, or other visuals that show the property as it actually exists. The more significant the visualisation, the more important it is that buyers can distinguish the current property from the proposed look.