As AI advances, keeping the human element visible matters more

AI is becoming increasingly visible across almost every industry and Estate Agency is no exception. But as adoption grows, our latest consumer research suggests there is an important balance for the industry to strike. 

Our latest Consumer Tracker surveyed 350 consumers across the UK. It found that consumer comfort with Estate Agents using AI to support the buying and selling process has fallen from 47% in February to 38% in July 2026.

It’s too early to call this a declining trend, but the shift raises an important question: as AI becomes more capable, how do Estate Agents make sure technology strengthens rather than weakens consumer trust? 

Consumers aren’t rejecting technology – they want reassurance

The findings suggest the answer isn’t to choose between people and technology. It’s about being clear on the role each should play.

When consumers were asked what would reassure them about an Estate Agent using AI, their priorities centred heavily on human contact, oversight and reassurance.

• 43% want to know they can speak to a real person whenever they need to.  

• 39% want important information checked by a human before it is sent or published. 

• 37% want reassurance that AI isn’t making important decisions without human oversight. 

• 35% want reassurance that information generated by AI is accurate and not misleading. 

The message is clear: consumers can see a place for AI, but they don’t want it to replace human judgement, accountability or access to their Estate Agent. 

AI and automation aren’t the same thing

As the technology conversation develops, it’s also important to distinguish between AI and automation. 

AI can generate, analyse and interpret information. Automation can take repetitive, rules-based tasks and workflows off an Estate Agent’s plate. Used effectively, both can create efficiencies, but neither needs to mean removing people from the customer experience. 

In fact, technology can do the opposite. 

At iamproperty, we focus on using technology to reduce repetitive admin, connect workflows and make complex information easier to act on – giving Estate Agents more time for the conversations and relationships that technology can’t replace. 

A good example is our AI-powered title analysis in iamproperty movebutler. Rather than expecting an agent to interpret complex Title Register information, our solution surfaces potential risks, restrictions and other important considerations earlier. That gives the agent clearer, more accessible information to work with, so they can have better-informed conversations with clients and help them understand what may need attention to ensure a smoother, more successful sale.  

It’s the same principle across automation more broadly. Technology can take care of routine tasks, organise information and keep workflows moving, while agents remain visible and in control at the moments that matter most. 

That balance matters. Our research for The real eSTATE of it found that 81% of Estate Agents agree the human element of Estate Agency is irreplaceable. 

Technology can help draft, organise, automate and surface information. But negotiating, reassuring someone during an uncertain move, understanding their individual circumstances and building a trusted relationship remain fundamentally human parts of the job. 

Trust is about more than technology

Our latest Consumer Tracker shows that the things most likely to build trust are still fundamentally human. 

Overall trust in Estate Agents has softened from 51% to 46%. When we asked consumers what could increase that trust, the biggest factors weren’t technological. 

• Half said evidence that their Estate Agent is acting in their best interests would increase their trust.  

• 47% chose clear and regular communication.  

• 42% transparent fees and costs. 

Technology has an important role to play in helping Estate Agents deliver those things consistently, but it can’t substitute for them. 

That’s an important distinction as the industry adopts more AI and automation. The goal shouldn’t be to automate every interaction simply because the capability exists. It should be to use technology in the places where it improves the process, while protecting the moments where people want and need human expertise. 

Finding the right balance

There is a big opportunity for Estate Agents in getting this balance right. 

AI and automation can make businesses more efficient, help information move faster and reduce the time teams spend on repetitive tasks. But efficiency shouldn’t come at the expense of trust. 

The most effective approach is likely to be one where technology works behind the scenes and Estate Agents remain clearly visible at the moments that matter. 

For consumers, that means knowing there is a person they can speak to, understanding when technology is being used and having confidence that important information and decisions still have appropriate human oversight. 

For Estate Agents, it means technology doing more of the repetitive work, freeing them to spend more time doing what they do best – advising, communicating, negotiating and building relationships. 

As AI advances, the human element of Estate Agency isn’t becoming less important.  If anything, our latest research suggests that keeping people visible, accessible and accountable could become even more important to maintaining consumer trust.