A London-based estate agency, Winkworth, has faced accusations of employing 'misleading' AI-generated images to enhance properties listed for sale. The firm, which operates over 100 offices across the UK, has been using digitally altered photographs that viewers claim make houses appear larger or in better condition than reality.
AI Alterations and Buyer Complaints
In one instance, a photograph on the Tooting branch's website showed a chimney breast completely removed from the image. In another case, a prospective buyer arrived to view a property in Tooting, south London, only to find it significantly different from the online photos. The AI-enhanced images have since been removed from the listing after the viewer took to social media to complain that the property looked 'nothing like' what they had expected.
The disappointed viewer stated: 'The place not only looked nothing like the pictures but it was not in great condition. We kind of laughed it off to be fair as it seemed like a joke, but then felt quite upset because we took time off from work for this viewing and wasted our time to see this place.' They added: 'My question is, should this be allowed? Are you not misleading potential buyers?'
AI-Generated Decor and Furniture
The AI technology added fake decor, furniture, and lighting to some rooms, which some claimed made the spaces look larger than their actual size. Winkworth acknowledged that it generally declares when AI has been used in property listings but admitted that for the specific property in question, a declaration was missing from its brochure.
Other estate agents also utilise AI in property listings, with many arguing it helps buyers visualise a home's potential. However, critics have accused such practices of amounting to 'false advertising', warning that buyers would be 'sorely disappointed' upon arrival if photographs had been enhanced.
Industry and Company Response
Winkworth confirmed it had 'spoken to' its Tooting office, which subsequently removed some AI-enhanced images from its website. Nathan Emerson, chief executive of Propertymark, the professional body for estate agents, emphasised that while AI is increasingly used in the industry, it should never mislead buyers.
'There are clear boundaries around how this technology can be used. AI should never mislead buyers or create unrealistic expectations about a property,' he said. 'Digitally inserting furniture or objects into a room that could never realistically fit within the space risks misrepresenting the true size, layout or functionality of a home.' He added: 'Trust and transparency are fundamental in the property market. AI should support informed decision-making, not distort reality.'
A spokesperson for Winkworth stated: 'All offices are required by Winkworth Franchising Limited to disclose the use of AI imagery online and on all property details and must not misrepresent a property. We have spoken to the Winkworth Tooting office. They decided to remove some AI furnished images after a customer expressed disappointment during a viewing. The only change to the original images was the addition of soft furnishings, lights and other furniture, similar to using real staging furniture. In one image, a chimney breast had been removed by AI but the sizes of the rooms and windows were not altered or misrepresented. The use of AI is to help customers visualise the potential of a property using digital tools.'
