If used correctly, AI can be a game changing tool for your team, helping you and your agents accomplish many tasks faster and easier than ever before.
But AI comes with some risks—and as a broker, you are responsible for the activities performed on behalf of your brokerage.
Keep these things in mind as you and your brokerage use AI to contribute to your business growth and success.
Advertising must follow fair housing laws
If you use AI to assist with marketing tasks, remember that all advertising must comply with TREC Rule 535.155 and Texas Occupations Code Section 1101.652(b)(23), state and federal fair housing laws, and the NAR Code of Ethics.
You’re responsible for your brokerage’s advertising. Make sure all advertising is reviewed for compliance before being published. Don’t assume AI will follow all required rules, even if prompted to do so.
AI sometimes hallucinates
AI mistakes are not always obvious. Make sure you and your team are examining AI content for errors, fabrications, or bizarre images. Double check its work. Beware that AI results sometimes include copyrighted material.
Every AI program won’t protect your information
Remind your agents that any information you share with AI isn’t protected. That could cause information security or liability problems for you down the road. You can make office policies that restrict what kinds of information you and your agents input into AI platforms. Some AI programs, or paid versions of free programs, have user agreements that promise not to use or share data. Make sure to read the terms of any platform before using it so that it meets your business needs.
You may not be covered for AI mistakes
Check with your errors and omissions insurance carrier to see what kind of coverage you may have for issues related to AI.
Even if you aren’t using AI in your business, it’s possible your agents are. You may want to set clear office policies regarding the use of AI and share them with your agents.
AI offers tremendous opportunities for innovation and streamlining business activities. Mitigate the risks and you can enjoy this new technology to the fullest. Read this feature article from Texas REALTOR® magazine about how you can start using AI today.
