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Fri, 13 Nov 2026

Fri, 13 Nov 2026 The rise of 'housefishing' - when does using AI go from enhancing to misleading?

Experts warn that using AI to enhance property images can go too far and mislead prospective buyers.
Other experts warn that estate agents can use AI to make major changes to properties, such as removing structural features or adding new windows, which can be misleading and potentially illegal. A trade group, the Guild of Property Professionals, has issued guidance on how to use AI enhancement responsibly, but it is difficult to quantify how common the practice is. Some estate agents argue that using AI to enhance images helps buyers visualize the potential of a property, while others think it can go too far and mislead prospective buyers. A social media influencer, Jack Bushrod, reviews quirky property listings on Rightmove and says he has seen a "surge" of AI-enhanced images over the last six months. In one case, an estate agent used AI to empty a child's room in a photo, which was later taken down after the seller expressed concerns. The agency involved said they had introduced a policy of labeling all AI-enhanced photos and never use AI "to misrepresent the fundamental features of a property". The UK's Trading Standards body says that estate agents can use AI to make basic enhancements to photos or virtually furnish an empty room, as long as they indicate they have used the technology. However, it warns that structurally changing a room or hiding features could mislead consumers and break the law. Experts expect more housefishing to occur as time goes on, with some predicting that estate agents will increasingly use AI to enhance images in order to get more views and sales.