Image: Ideogram
Archive note (September 2026): First published in January 2025. This research offers a useful way to think about how people judge AI-assisted work. The real estate examples are my application of the study, and the client-conversation ideas have been refreshed.
"This AI-written property description is so generic," you might think while reviewing another agent’s listing.
Yet later that day, you're using ChatGPT to help craft your own marketing copy—yet to you, that feels completely different.
This double standard isn't just about property descriptions.
It's shaping how we view each other's work, hire team members, and even market ourselves in the real estate industry.
When I first wrote this, I came across research on how we judge our own AI use compared with other people’s. It gave me a useful way to think about explaining AI-assisted work to clients.
Let’s dive in.
What the research found
A 2024 paper in the International Journal of Research in Marketing reported nine studies involving 4,498 participants. People tended to credit themselves with a greater contribution to AI-assisted work than they credited others with making. They were also more inclined to see their own use as inspiration and other people’s use as outsourcing.
The studies covered tasks such as writing, job applications and coursework. The following real estate examples are my application of that finding, rather than scenarios tested with Australian buyers and sellers.
When you use AI to generate social media content, you're being efficient with your time.
When another agent does it, they're "not putting in the effort."
When you use AI to help draft emails, you're streamlining your communication.
When your competition does it, they're "being impersonal."
What does this mean?
A client may see your contribution differently from the way you see it. That is a reason to explain the work you actually do: what the tool helps with, which information you supply, and what you check yourself.
The research does not tell us that every client will distrust AI, or that AI-generated property descriptions are necessarily better.
The Transparency Challenge
Saying “I use AI” leaves a lot unexplained. A clearer conversation describes the task, the information involved and who is responsible for the result. Be accurate about the extent of the tool’s contribution.
It's Not About If You Use AI, But How
The paper distinguishes perceived use for inspiration from perceived outsourcing. My practical takeaway is to make your own contribution visible. Do not describe a largely automated process as a little inspiration if that is not what happened.
Moving Forward: Practical Steps
1. Focus on Value-Add
Communicate how you use AI to enhance (not replace) your expertise.
Adapt these examples only where they describe your real workflow.
“I use AI to help organise the market information I’ve selected. I check the figures, dates and comparables before discussing them with you.”
“AI helps me draft different ways to explain the property’s features. I check them against the property facts and review the copy before it is published.”
2. Explain the process honestly
When discussing AI use with clients, emphasise how it helps you deliver better service. Frame it as one of many tools you use to provide expert guidance.
Examples:
Client: "Do you use AI tools in your business?"
Effective responses:
“Yes. I use AI for [specific task]. I provide [relevant inputs], check [specific details], and remain responsible for the work you receive.”
“It helps me prepare a first draft. I then review the facts, add my local knowledge and make sure the message reflects what we have agreed.”
“I can talk you through which parts use AI, what information is involved and the checks we make. Please tell me if you have questions or concerns.”
The important thing is showing how AI enhances rather than replaces your professional judgment.
3. Maintain the Human Touch
Remember that AI is best used to augment your expertise, not replace it.
Your market knowledge, negotiation skills, and personal relationships remain your most valuable assets.
The future of real estate isn't about whether we use AI—it's about how we use it to deliver better results for our clients while maintaining the trust and relationships that are the foundation of our business.
Happy hunting 🚀
—Sam
Co-Founder of Elite Agent
For a practical example of human review, read AI is your co-pilot, not your auto-pilot. For help bringing your team along, see speaking and AI training.