08/07/2026
Just because we can automate something does not mean we should.
After a week of reflecting on a heavily AI-centric real estate conference this past week, I remain both excited by the potential of artificial intelligence and concerned by the direction in which parts of our industry are moving.
AI can make real estate professionals better informed, more responsive and more capable. However, when technology imitates a person’s voice, appearance or identity without clear disclosure, we are no longer discussing simple efficiency. We are approaching a fraud of personality.
Real estate services are fundamentally human. People trust us with deeply personal and financially consequential decisions involving their homes, families and futures. Technology should give us more time to listen, think, advise and connect... not help us merely appear human while removing humanity from the service itself.
The question is no longer only, “Can we automate this?”
We must also ask: Should we? Does it genuinely benefit the client? Is its use transparent? Who remains accountable when it gets something wrong?
AI should strengthen human service, not replace it.
What do you think? Where should the real estate industry draw the line?