Estate agency franchise Winkworth has removed AI-enhanced property photographs from a listing in Tooting, south London, following complaints that the images misrepresented the property.
According to a report in The Times, prospective buyers viewed a home that differed significantly from its online presentation. The AI-generated images had added soft furnishings, lighting and furniture to vacant rooms, with one photograph digitally removing a chimney breast from the property.
Disclosure requirements
The listing included a disclosure notice about the use of AI imagery, but this appeared in white text on a white background in the PDF brochure, rendering it invisible to readers. Winkworth confirmed the disclosure was visible on the online listing.
A spokesperson for Winkworth told The Negotiator that all franchise offices are required to disclose the use of AI imagery and must not misrepresent properties. The company stated that the Tooting office removed the AI-furnished images after a customer expressed disappointment during a viewing.
“The only change to the original images was the addition of soft furnishings, lights and other furniture, similar to using real staging furniture,” the spokesperson said. “In one image, a chimney breast had been removed by AI but the sizes of the rooms and windows were not altered or misrepresented.”
Industry standards
The case highlights ongoing concerns about transparency in property marketing practices. Nathan Emerson, Chief Executive of Propertymark, previously commented on the use of AI in property photography, stating: “There are defined lines between demonstrating the potential of a property versus misrepresenting details, as well as artificially enhancing imagery to the point that it isn’t authentic.”
The incident follows similar complaints reported in the Daily Mail last year about estate agents using AI-enhanced photography. As the property sector faces increased regulatory scrutiny, the use of digital enhancement tools raises questions about disclosure standards and consumer protection in property marketing.
Winkworth confirmed the brochure disclosure error has been corrected and attributed it to a proofing mistake. The company maintains that its franchise network is bound by requirements to accurately represent properties and clearly disclose any use of AI imagery.
