The rise of 'housefishing' — the use of artificial intelligence to enhance property photos so they appear more appealing than reality — has raised serious concerns among homebuyers and experts.
Olivia Nicole, a 29-year-old resident of south-west London, found a five-bedroom house on Rightmove that caught her eye online. When she visited in person several days later, she was shocked: rooms were smaller than shown, decor differed significantly, and structural features like a wall section behind a sofa did not exist in real life.
Cases of AI-Enhanced Images
In one listing, the images appeared to have been digitally altered with AI tools—repainting walls, adding imaginary lawns or removing furniture such as toys from children's rooms. Olivia says these changes weren’t disclosed in any part of the property listing, leading her to feel misled and wasting time she had taken off work for the viewing.
Similar cases emerged elsewhere. Cara, 38, who is selling her home in Lowestoft, Suffolk, reported that an estate agent used AI to remove a doll’s house from her daughter’s room and alter the shape of a rug. Another image showed her son’s room completely emptied of clutter—an action not present in reality. She notes one viewer commented on the differences but trusts her agent, Howards, which has acknowledged its use of AI enhancement.
Industry Guidance and Legal Boundaries
The Guild of Property Professionals says it's difficult to quantify how widespread AI-enhanced listings are, though a recent survey of 906 UK buyers found that one in five who purchased homes over the past year had viewed properties with digitally altered images designed to make them look better than they actually were.
Jack Bushrod, who reviews unusual property listings for his social media channel Housing Horrors, observes a 'surge' in such enhancements over the last six months. He supports limited uses—like decluttering or adding virtual furniture—to help visualize potential—but draws a clear line at changes that mislead buyers.
"I've seen one house where they had removed a pillar and added a window. Others might use AI to remove stains on the carpet or cracks in tiles. It's little details you would only notice in person."
Bushrod emphasizes that most of these enhanced images were not clearly labeled as generated by artificial intelligence. This lack of transparency increases risk for prospective buyers who may assume what they see is accurate.
Policies and Regulatory Stance
A spokesperson from Howards, an estate agent involved in several cases, stated that it now requires all AI-enhanced photos to be explicitly labeled. The firm adds: "We never used AI to misrepresent the fundamental features of a property—it’s about helping people imagine possibilities, not changing reality."
Trading Standards has confirmed that basic enhancements—like virtual furnishing or cleaning—are acceptable if disclosed. However, any structural changes—for example, adding windows or removing walls—could constitute misleading conduct and may breach consumer protection laws.
Bushrod calls for mandatory labeling of AI-generated images within key feature slides on listings. He warns that as more agents adopt these tools, others will follow suit, potentially leading to wider misuse unless regulated.
The BBC reports that all three platforms involved — Rightmove, Zoopla, and Winkworth — have since removed the specific AI-enhanced images in question after being contacted by the outlet. Each has stated it maintains strict guidelines on responsible use of artificial intelligence in property photography.