M
aine's housing market is facing a crisis, and the real estate industry is evolving to meet its challenges. A growing number of Maine agents are using artificial intelligence to enhance photos, write property descriptions, and virtually stage homes. This technology has raised concerns about ethics and authenticity in real estate marketing.

    Some agents see AI as a productivity tool that can help them focus on high-value tasks like client meetings and showings. Susan Dube, an Auburn-based agent, uses AI to generate content and promote her business. She reviews and edits all AI-generated material herself and is taking a course to improve her skills.

    Many Maine agents are embracing AI, but some have reservations about its use. Jannika Bragg of Cates Real Estate uses AI for feedback on emails and occasional staging, but emphasizes the importance of maintaining a "human touch." Heather Pouliot, president of Pouliot Real Estate in Augusta, prefers hiring companies to manually edit photos rather than relying on AI.

    The cost savings of virtual staging are significant – up to $5,000 can be saved on a 1,500-square-foot home. However, some agents worry that AI-generated content lacks personality and can be misleading. Others take issue with enhanced photos, which can create unrealistic expectations for potential buyers.

    As the use of AI in real estate continues to grow, concerns about data privacy breaches, inaccuracy, and algorithmic discrimination are emerging. The National Association of Realtors advises members to disclose the use of AI in photos, a practice that many Maine agents already follow. Despite these challenges, most Maine agents see AI as a valuable tool that is here to stay.