27/05/2026
Yesterday afternoon I joined ABC Hobart Drivetime with Lucy Braeden to discuss one of the biggest emerging issues facing property marketing – where AI enhancement crosses the line into misrepresentation. We explored questions the industry is now grappling with:
• Is it acceptable to digitally add features that do not exist?
• Where does ‘styling’ end and deception begin?
• How should vacant land and DA-approved concepts be marketed?
• Can buyers still trust what they see online?
• What legal and ethical obligations do agents carry as AI tools become more sophisticated?
AI is changing real estate marketing rapidly. Some uses are practical and harmless. Others risk misleading consumers and damaging trust in the profession.
My view is simple: technology should help buyers better understand a property – not create a false impression of one.
If you work in property, marketing, media or consumer protection, this conversation is worth a listen.
We know real estate agents are in the business of selling a dream and presenting a home at its very best. But where’s the line? Is it appropriate - or even legal - to add features that don’t exist, like a swimming pool, or use AI to change the look and feel of a house altogether? What about vaca...
