Property buyers and renters in the UK have accused estate agents of misleading advertising after discovering that AI-generated images on property websites such as Rightmove do not match the homes they visit, with some reporting significant differences between online listings and the properties' actual condition.
The complaints involve listings featuring furnished, modern interiors that differ from what prospective buyers and tenants encounter during viewings. Some house-hunters say the images waste their time and create unrealistic expectations, while Rightmove allows AI-enhanced photographs provided they are clearly labelled.
AI-Generated Property Photos Leave House-Hunters Disappointed
Jessica Otterwell, who has been searching for a flat in Brighton, East Sussex, described her frustration after visiting a property that looked considerably different from its online photographs. She told the BBC that the listing showed an attractive interior with decorative artwork and a fitted kitchen. However, the property she visited was in poor condition, with little furniture apart from a stained mattress.
Otterwell compared the experience to online dating, where someone presents a misleading version of themselves. She also described digitally enhancing property photographs as 'housefishing'. She argued that prospective buyers should be able to trust the images displayed in property advertisements.
Another Brighton resident, Leyla Ledwith, 31, reported similar experiences while searching for a rental property over three months. Of the 12 properties she viewed, only two contained furnishings shown in their Rightmove listings. She said the misleading photographs wasted time for prospective tenants, landlords and estate agents.
Estate Agents Defend AI Staging as Cost-Saving Technology
Despite complaints from house-hunters, some estate agents argue that AI-generated images serve a practical purpose. David Vaughan, director of Sussex-based Aston Vaughan, explained that virtual staging helps prospective buyers imagine how empty rooms could look when furnished. He said the technology also reduces the expense of preparing properties for marketing.
According to Vaughan, physically staging a property can cost between £5,000 and £50,000, depending on the requirements. AI staging allows agents to furnish rooms digitally without purchasing or renting furniture. This can help buyers understand room proportions and consider potential layouts before arranging a viewing.
However, other property professionals have warned against using technology in ways that misrepresent homes. Surrey and Hampshire estate agency Warren Powell-Richards acknowledged that AI would play an increasingly important role in the industry. It nevertheless stressed that technology should support customer trust rather than undermine it.
Rightmove Requires Clear Labels on AI-Enhanced Property Images
Rightmove confirmed that estate agents can upload AI-generated or digitally enhanced property photographs, provided they clearly identify them. The platform places responsibility for listing accuracy on the agents submitting the advertisements. It also prohibits listings that misrepresent a property's appearance or condition.
According to the BBC, some listings carry labels identifying photographs as virtually staged or artificially enhanced. However, other advertisements contain edited images without obvious disclosures. These differences in labelling can make it difficult for prospective buyers to determine which features are actually present in a property.
Rightmove said it could require corrections or remove listings when it identifies misleading images. Meanwhile, the National Residential Landlords Association has called for responsible AI use to prevent confusion among renters and buyers. The complaints come as estate agents increasingly use digital tools to prepare photographs and market properties online.
