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Xp Realty and The Real Brokerage are two of the most tech-savvy firms in real estate, but their CEOs have a different concern: artificial intelligence. eXp's Leo Pareja says AI is "eating the world" and will lead to commoditization of digital communication at scale.

    Pareja notes that as AI takes over more tasks, human experiences will become increasingly valuable. He predicts that in five years, companies that create exceptional human experiences will be the winners. AI, he believes, will become a standard feature like email was in 1999.

    At The Real Brokerage, CEO Tamir Poleg shares a similar view. He found that about 90% of tasks performed by agents can be done by AI, but this doesn't mean there's no role for human agents. Instead, it means that the remaining 10% – which is what clients experience – will become even more valuable.

    Poleg is working to create technology and AI tools that help his agents become more efficient and provide better service to clients. He emphasizes the importance of balancing technology with human interaction, ensuring that new tools don't jeopardize agents' futures.

    When planning for the future, Poleg asks two key questions: Is it good for the agents? Is it good for the company? He believes that by prioritizing agent success and creating proprietary technology, The Real Brokerage can stay ahead of the curve and provide a better experience for clients.