Summit Sotheby’s warns against misleading AI-generated property images

Thomas Wright, CEO of Summit Sotheby’s International Realty in Utah, said the company does not consider it ethical to use AI-enhanced images if they lead buyers to believe a property looks different from reality. Such images can mislead people and create legal risks for both the brokerage and its client, he said.

Wright said buyers can choose to experiment with images themselves to imagine possible changes or improvements. For marketing, however, the company favors high-quality photography with limited editing, such as improving lighting or cleaning up an image. He considers AI alterations that substantially change a property’s appearance a step too far.

During the discussion, the hosts also called for clear labels distinguishing real photos, AI images, and renderings. Wright agreed with their concerns about misleading images, but did not announce a specific new labeling mechanism.