New data reveals "AI trust gap" as 65% of consumers demand transparency from agents

Estate Agents are facing a new trust challenge as consumer expectations around AI begin to shift. 

New findings from our latest report, The real eSTATE of it, reveals that 65% of consumers believe agents should clearly disclose when AI is used in the process, particularly in communications or property listings, while around a quarter aren’t comfortable with it being used at all.   

The report, which gathered insights from more than 320 Estate Agents and 350 consumer, shows agents are actively embracing AI as a practical tool. More than 60% of respondents are using it to reduce admin, help prevent team burnout and to streamline repetitive tasks to free up agent time.  

This is creating what we describe as an ‘AI trust gap’ – the difference between how agents are using AI and how comfortable consumers feel about that use, particularly when it is not clearly communicated.

This issue is especially relevant for Estate Agents, who have invested years of commitment to strengthen consumer trust. Lack of clarity around AI implementation risks reinforcing old perceptions, while transparency has the potential to build confidence and differentiate service. 

Jamie Cooke, iamproperty’s Co-Founder, said: “The conversation around AI has been focused on what the technology can do and how agents are using it, but what our data shows is that the real issue could be eroding the trust that agents have worked hard for.  

“Consumers are asking for clarity on AI. They want to know when it’s being used and how it fits into the service they’re receiving. Agents need to go beyond being AI literate to being able to confidently explain its value. 

“Transparency, training and clear standards will be key to making sure AI strengthens trust rather than undermines it. This introduces a new layer of professional responsibility, requiring clear internal standards, team training and consistent client communication to ensure transparency across every stage of the transaction. That’s where the real value lies. Relationships, communication and trust are what get deals over the line, especially in a more complex market.” 

The report highlights that, while nearly half of consumers are comfortable with agents using AI to support transactions, transparency is key to maintaining that confidence.  

This represents an opportunity for the industry to get ahead of the issue and define best practice early. 

“We’ve always said that technology should support agents, not replace them,” Jamie added. 

“The agents who will stand out are the ones who use AI and technology to enable an even better service, with clear, honest communication at the heart. If you get that balance right, it strengthens trust. If you don’t, it risks undermining it.” 

Verona Frankish, CEO of YOPA who was interviewed for The real eSTATE of it said: “We’re standing at a really interesting point in time with technology and AI, but the difference in the future will still be the individual agent. Buying and selling a home is emotional.  

“People are excited, anxious, sometimes going through divorce or loss. AI can help with efficiency and take away repetitive admin, but it will never replace the human element in a transaction like this. Trust comes from people, not technology so transparency in how they both work together is very important. The opportunity for agents is to use these tools to be more efficient, but still lean into what makes them different.” 

These findings also sit alongside wider industry concerns highlighted in the report around data control and security, which agents say is becoming their key consideration when adopting new technology. 

The real eSTATE of it combines insights from our 7,000 branch agency network, in-depth agent interviews and survey responses from agents and consumers. The report explores market confidence, regulation, fees, AI, data security and the evolving role of agents in a changing property landscape. 

Discover more today and explore the full report by downloading it here. 

References: 

¹Nationwide survey of 322 agents and 350 consumers carried out by MMC research on behalf of iamproperty between December 2025 – January 2026