R
eal estate agents are leveraging artificial intelligence (AI) to optimize their workflows, create marketing materials, and save time. However, experts caution that relying solely on AI can lead to issues such as misinformation, bias, and a loss of personal touch.

    To mitigate these risks, agents should establish guidelines or "guardrails" to ensure AI-generated content aligns with their brand and messaging. This involves double-checking results and maintaining control over the creative process.

    AI is most effective when used in conjunction with human judgment, emotional intelligence, and sound business practices. As the industry continues to evolve, those who thoughtfully integrate technology into their operations will be better positioned for growth.

    "Embracing AI can help agents differentiate themselves from competitors and enhance consumer experiences," says Rachael Hite of Inman. "However, it's essential to prioritize core values and adapt to this new landscape."