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AI in the Real Estate World

Transforming Transactions and Tackling Deepfake Challenges

Artificial Intelligence (AI) has made significant inroads into numerous industries, revolutionising processes and decision-making. In the real estate world, AI technologies such as Chatbots and GPT models play a pivotal role in enhancing efficiency and customer satisfaction. However, “with great power comes great responsibility”, and the rise of deepfake technology presents unique challenges. In this blog, we will explore the impact of AI in real estate and the growing concern of deepfake technology within the industry.

AI in Real Estate

  • Chatbots in Customer Service: AI-driven Chatbots have become a valuable tool for real estate professionals. They can answer inquiries from potential buyers and renters, schedule property viewings, and even offer personalised recommendations based on user preferences. Chatbots are available 24/7, ensuring that customers receive immediate assistance, improving response times and enhancing the overall experience.
  • Virtual Property Tours: Virtual reality (VR) and augmented reality (AR) technologies are often used in conjunction with AI to create immersive virtual property tours. These tours allow potential buyers to explore properties from the comfort of their homes, saving time and reducing the need for physical visits. AI can also provide property details and answer questions during these tours, making the process more interactive.
  • Predictive Analytics: AI can analyse vast amounts of data to provide insights into real estate market trends, property values, and investment opportunities. Real estate professionals can use predictive analytics to make informed decisions about property investments, pricing, and portfolio management.
  • Natural Language Processing (NLP) for Document Management: NLP technology can extract valuable information from property documents, contracts, and legal agreements. This not only saves time but also reduces the risk of errors in document analysis and processing.

Deepfake Technology and its Challenges

While AI has brought numerous benefits to the real estate industry, it also presents challenges, notably in the form of deepfake technology. Deepfakes are synthetic media, often in the form of manipulated videos or audio recordings, that are designed to deceive viewers into believing something false. In real estate, deepfake technology can be used for fraudulent purposes, such as:

  • Misleading Property Listings: Deepfakes can be used to create convincing property videos or images that don’t accurately represent the actual condition of a property. This can lead to potential buyers or renters making decisions based on false information.
  • Fraudulent Transactions: Scammers may use deepfake technology to impersonate property owners or real estate professionals during negotiations or transactions, leading to financial losses and legal disputes. The current technology is very convincing, even for people who know their counterparts personally.
  • Fake Customer Reviews: Deepfakes can also be used to generate fake customer reviews, which can mislead potential buyers or renters into making poor decisions.

Addressing Deepfake Challenges

To tackle the challenges posed by deepfake technology in the real estate world, industry professionals and AI developers must take proactive steps:

  • Verification Protocols: Real estate platforms can implement robust verification processes to ensure the authenticity of listings and transactions. Incorporating identity verification and authentication mechanisms can help prevent fraudulent activities.
  • Deepfake Detection Tools: Developers can create AI-powered tools that can detect deepfake content in images and videos, helping to identify manipulated property listings.
  • Educating Stakeholders: Real estate professionals, buyers, and renters should be educated about the existence of deepfake technology and how to verify the authenticity of property listings and communications.

AI technologies like Chatbots and GPT models have transformed the real estate industry, making it more efficient and customer-friendly. However, the rise of deepfake technology presents a significant challenge that must be addressed to maintain trust and integrity within the industry. By implementing robust verification processes, utilising detection tools and educating stakeholders, the real estate world can navigate the AI revolution while safeguarding against the deceptive nature of deepfakes.

What is very important is that as a Real Estate agency we are aware of the vast capabilities of AI and keep this front of mind when communicating online to ensure the safety of our own data and that of our clients.


Feel free to reach out to PURE to discuss your future commercial property management requirements. With over 1200 commercial managements and specialist teams down the east coast of Australia. We currently have offices in Maroochydore, Brisbane, Gold Coast, Northern Rivers, Port Stephens, and Newcastle, and provide management services in Darwin, Townsville, Sydney and Melbourne. We offer a full commercial management service. To meet all your needs.