How artificial intelligence is misleading real estate buyers with fake photos

The rise of AI-altered real estate photography, known as housefishing, highlights new challenges in digital media authenticity.

As platforms remove digitally modified property images and introduce disclosure rules, developers and platforms face growing questions around AI image governance.

The buyers' experience

Olivia Nicole, who was looking for a five-bedroom property in southwest London on Rightmove, found the rooms were smaller and the decor different to what she had seen in the pictures. The same photos also appeared on the websites Zoopla and Winkworth.

According to a survey of 906 homebuyers in the UK, one in five who bought a home in the last year viewed a property with digitally enhanced photos. Jack Bushrod, who runs the Housing Horrors channel, is seeing a rise in such images.

The market reaction

Cara, who is selling her Suffolk home through estate agents Howards, saw the agency use artificial intelligence to empty her son's room. Following the developments, Howards introduced a mandatory labeling policy for all edited photos.

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Rightmove, Zoopla and Winkworth said they had strict rules on the use of artificial intelligence and had removed the images. Trading Standards said basic improvements or virtual furnishings were allowed as long as they were declared, but structural changes could mislead consumers and break the law.

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