AI Generated Listings and Marketing
QUESTION: More brokers are using artificial intelligence (AI) tools to draft listing descriptions, marketing materials, and client communications. Are there legal or ethical concerns with using AI content in my real estate practice?
ANSWER: Yes. AI tools can be helpful for generating marketing language and saving time, but brokers remain fully responsible for the accuracy and compliance of any content they publish. Using AI does not reduce or transfer a broker’s duties under North Carolina Real Estate Commission rules, REALTOR® Code of Ethics, fair housing laws, or advertising regulations.
We recently discussed using AI to enhance or edit photographs here, but similar considerations apply to written content generated by AI. One primary risk is misrepresentation. Descriptions created by AI may include inaccurate or exaggerated property features. Even unintentional inaccuracies in advertising can expose a broker to disciplinary action or civil liability. A broker may not make false assurances or exaggerations, or otherwise create a misleading impression about a listed property, regardless of the tool used. The Code of Ethics reinforces these duties, including Article 2 (avoiding misrepresentation or exaggeration of pertinent facts) and Article 12 (presenting a “true picture” in advertising). For these reasons, all AI-generated listing content should be reviewed and verified before being posted to the MLS or shared with clients.
Fair housing compliance is another important concern. AI tools may generate language that implies preferences or limitations tied to protected characteristics. Brokers must ensure that all descriptions and marketing materials avoid discriminatory language and comply with fair housing requirements.
Brokers should also be cautious about confidentiality. Entering client information, transaction details, or confidential communications into public AI platforms may result in unintended data sharing. Additionally, AI tools should not be relied upon to draft contracts, modify standard forms, or provide legal advice, as doing so may create unauthorized practice of law concerns.
Finally, brokers should keep copyright in mind. If AI is used to borrow from or closely mimic third-party descriptions, websites, floor plans, or other protected content, copyright issues may arise. The safest approach is to treat AI output as a draft, ensure it is original, and confirm that you have permission to use any third-party material incorporated into your marketing.
Release Date: 1/15/2026
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