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growing number of online reviews on Zillow are being written by artificial intelligence, raising concerns about the authenticity and trustworthiness of the platform. According to a study from Originality.ai, nearly one in four real estate agent reviews in 2025 were likely generated by AI, a staggering 558% increase since 2019.

    The analysis of over 10,000 Zillow reviews revealed that 23.7% were likely written by AI, compared to just 3.63% in 2019. This trend has significant implications for consumers making life-altering decisions about buying or selling a home. As generative AI becomes more accessible and harder to detect, the line between human-written and AI-generated reviews is becoming increasingly blurred.

    "This creates a credibility crisis," said Jon Gillham, CEO of Originality.ai. "If users can't tell the difference, the entire review ecosystem risks becoming noise rather than guidance." The company's proprietary detection tool highlights the need for greater transparency on Zillow, where fake feedback could be eroding trust in the platform.

    The consequences of AI-generated reviews are far-reaching, said Madeleine Lambert, Director of Marketing at Originality.ai. "If an agent's online reputation is inflated with reviews that were never written by real clients, it misleads users into thinking the agent is more experienced or successful than they actually are." This can lead to consumers being steered towards agents who may not deliver the level of service expected, putting them at financial and emotional risk.