BIC TIP #1153: AI Real Estate Ads
Artificial intelligence is being adopted by the real estate industry at an unprecedented rate, and plenty of brokers are using it to write listing descriptions, social posts, and ads. Stephen Long is not against it. But he has a caution every broker needs to hear: anything AI creates that you put out is your responsibility. There is no such defense as the AI wrote it.
Puffing Has Limits
When AI drafts a property description, it can get enthusiastic. Some tolerance exists for puffing, the general sales talk like charming, stunning, or perfect for entertaining. That is opinion, and buyers understand it as such.
What crosses the line is any guarantee, overstatement, or misrepresentation of the property. If the AI invents a feature, inflates a description, or makes a promise the property cannot keep, that falls directly on the broker.
You Approve It, You Own It
Stephen emphasizes this point most of all. As the agent, you are responsible for what you publish. If your ad misstates the property, you cannot shift the blame to a software tool. It will fall on you as the broker, because you approved it before it went out.
AI does not hold a license. You do.
Draft With AI, Finish With a Human
The best practice is simple. Use AI to create drafts, then apply your own human oversight to make sure the final product is accurate and meets your standards before it reaches the consumer or the public.
Check every fact against the listing data. Remove anything you cannot verify. Watch for language that overpromises. Treat the AI like a fast but inexperienced assistant whose work always needs a careful edit. If you are unsure about something, run it by your broker-in-charge.
The Practical Takeaway
AI can save brokers time on marketing, but it does not change who is accountable. Anything AI writes that you publish is your responsibility. Keep puffing in check, avoid guarantees and overstatements, and always review drafts carefully before they go out. Let AI do the first draft. Let your professional judgment do the last one.
This BIC Tip is general real estate education for licensees and consumers, not legal, tax, or financial advice. Rules and forms change, so verify current NCREC rules, MLS rules, and standard forms, and consult a North Carolina attorney or qualified professional about your specific situation. See Disclaimers & Disclosures.
