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Update

What changed

The BBC says it found property listings with AI-staged images that were not labelled, despite some listings carrying notices such as “Virtually staged” or “Artificially enhanced”. Rightmove says AI-generated images are allowed on its site if clearly labelled, and that agents are responsible for uploaded content.

Renters told the BBC that what they saw online did not always match the homes they visited. One Brighton renter said only two of the dozen properties viewed over three months had the furnishings shown in their listings.

Estate agent David Vaughan told the BBC that physical staging can cost between £5,000 and £50,000, and said virtual staging can help buyers understand an empty room. That is the case for the practice; the complaints are about images that leave viewers unsure what is real.

Sources and evidence

• AI images in property listings is false advertising, house-hunters say – BBC: The BBC reports that some AI-staged property listing images it saw were not disclosed, while Rightmove says such images must be clearly labelled and that it can require changes or remove misleading listings. Renters also described discrepancies between listing images and viewed properties; an estate agent cited physical staging costs of £5,000 to £50,000.

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