Estate agency group Spicerhaart has been testing artificial intelligence (AI) technology to enhance property photographs, in what industry observers’ comment could become standard practice across the sector. The technology enables agents to remove clutter, furnish empty rooms, and demonstrate potential decorative schemes using AI without physically altering properties.
In a recent statement, Paul Smith from Spicerhaart, delved into company’s trials with AI staging software on property images. Paul previously worked as a photographer for national newspapers and mentions tools which offers competitive advantages can become available across the industry. ‘When everyone has access to the same technology, owning the tool is no longer the advantage’ he comments.
The AI applications being tested can remove items like washing-up, children’s toys, and scattered clothing from photographs. Empty rooms can be digitally furnished in various styles including contemporary, coastal, Scandinavian or traditional designs. It can also show partially renovated spaces with completed finishes.
The AI advances represent a shift in how existing properties are marketed, bringing them closer to the computer-generated imagery long used by property developers for new-build sales. Paul emphasised transparency, mentioning that enhanced images should be clearly labelled and original photographs made available to buyers.
Trading Standards guidance requires that enhanced images need to be clearly identified. Paul made a distinction between admissible enhancements like removing temporary clutter or furnishing empty rooms, and problematic changes such as making rooms look bigger, hiding structural defects, or disguising poor views.
Rightmove recently reported AI growth alongside an increase in revenue, implying wider industry movement towards automated solutions.
Further to Spicerhaart’s trials, many sellers have responded positively to enhanced images, preferring them to original photographs as they show properties without clutter. The company finds that sophisticated marketing materials including video, virtual furnishings, and multiple image versions can now made quickly and at lower cost than previously before.
Paul emphasised with adoption of identical AI-generated staging could create uniformity rather than differentiation.
“If every agent chooses the same virtual sofa, the same grey walls and the same Scandinavian living room, we won’t have improved property marketing.”
Paul Smith, Spicerhaart
Industry analysts suggest as the accessibility of AI enhancement tools increases the ability to apply them appropriately will lead to competitive positioning. The shift reflects wider changes in the property sector, where technological standards increasingly influence property valuations and marketability.
Spicerhaart maintains the view that AI should complement rather than replace traditional photography skills. As original photographs often remaining superior to over-enhanced alternatives. The company will continue trial applications whilst emphasising that agents should avoid dependence on single platforms or software solutions.
