Artificial intelligence (AI) is making it easier for real estate agents to enhance photographs, virtually stage rooms and create engaging listing content.
While techniques such as photo editing and virtual staging have been used in property marketing for many years, AI is making them more accessible. However, its growing use raises questions about accuracy, transparency and consumer trust.
A recent ABC News article highlighted examples of AI-generated and digitally altered property advertising across Australia, raising concerns about how accurately some images represent the properties being marketed.
For WA real estate professionals, the question is where to draw the line between presenting a property in its best light and potentially misleading buyers or tenants.
When does enhancement become misleading?
Under Australian Consumer Law, businesses must not engage in misleading or deceptive conduct.
WA Consumer Protection also provides guidance on false or misleading representations about a property’s characteristics, location or use.
These obligations apply regardless of whether marketing materials are created using traditional photo-editing tools or AI.
Speaking to ABC Radio Perth’s Nadia Mitsopoulos, REIWA President Rob Mandanici acknowledged that some digital enhancements have practical applications, such as removing personal effects or bins from a driveway.
However, he drew a distinction between these changes and alterations that misrepresent a property, including changing views, altering lawns or digitally removing power lines.
WA Commissioner for Consumer Protection Trish Blake reinforced the importance of considering how property advertising is perceived by consumers.
“Put yourself in the shoes of the consumer who’s looking at these photos,” she told the ABC Radio Perth.
She encouraged agents to consider whether they would accept the same advertising themselves.
“If you wouldn’t accept it, then it’s not acceptable,” she said.
What are other states doing?
The use of AI in property advertising is attracting increasing attention from regulators across Australia.
The Queensland Government’s Office of Fair Trading has released industry guidance encouraging agents to use digitally altered property images responsibly and disclose changes.
The NSW Government has also passed legislation introducing disclosure requirements for certain digitally generated or altered images in rental advertising, with the new requirements expected to commence in 2027.
While these developments do not change WA’s current obligations, they highlight the growing importance of transparency in property marketing.
What should WA agents consider?
Whether advertising a property for sale or lease, agents should take a few practical steps when using AI-enhanced images.
• Keep images accurate: Ensure photographs reflect the property’s actual layout, size, features and condition.
• Identify virtual staging: Clearly label digitally furnished or altered images so consumers understand what has been changed.
• Avoid concealing defects: Do not remove damage, deterioration or other features that could influence a buyer’s or tenant’s decision.
• Check marketing materials: Review AI-generated photographs, videos and descriptions before publication, including content supplied by external providers.
• Retain original photographs: Keep copies of unedited images for reference if questions arise about how a property was advertised.
During his conversation with Nadia Mitsopoulos, Rob emphasised the importance of checking AI-generated content before publication, particularly when using AI to write property descriptions.
His advice was to “verify the facts, verify the information” and ensure the content generated was truthful.
Disclosure builds trust
In the conversations with ABC Radio Perth, both Rob and Ms Blake highlighted the importance of being upfront about the use of AI property marketing.
“Disclosure is absolute best practice,” Rob said.
He explained that disclosure should be considered when using AI across property photography, rental descriptions and other real estate processes.
Ms Blake also encouraged agents to be proactive rather than wait for additional regulation.
“You don’t need to wait for the law to make it mandatory,” she said.
She suggested agents could simply include a statement explaining when photographs or rooms have been virtually staged using AI.
As AI becomes more accessible, agents have an opportunity to embrace new marketing tools while maintaining the professional standards consumers expect.
Ultimately, the technology used to create an advertisement does not change an agent’s responsibility to represent a property accurately.