AI enters Jamaican real estate, raising questions of accuracy and responsibility

Artificial intelligence tools are becoming increasingly common in real estate offices worldwide, and Jamaica is no exception. From drafting property descriptions to enhancing images and managing client communication, AI is now being used by some agents to streamline everyday tasks.

While the technology promises efficiency, its growing presence is also raising important questions about accuracy, accountability, and professional responsibility within Jamaica’s property market.

Globally, AI is being promoted as a way for real estate professionals to work faster and reduce administrative pressure. In practice, these tools are most often used to generate marketing text, automate responses to enquiries, and assist with basic data organisation. In Jamaica, where many agents juggle local clients alongside members of the diaspora, such tools can appear attractive, particularly in a competitive and time-sensitive market.

However, the use of AI in real estate sits alongside long-standing obligations that do not disappear simply because technology is involved. At its core, Jamaican real estate remains grounded in trust, disclosure, and accuracy. Whether information is written by a human or generated by software, agents remain responsible for the representations they make about land, housing, and development.

One of the clearest areas of concern is property advertising. AI tools are capable of producing polished descriptions and even enhancing photographs with minimal effort. While this can improve presentation, it also carries the risk of creating an impression that does not fully reflect reality. In a small market like Jamaica, where buyers often rely heavily on agents’ representations before committing to viewings or purchases, misleading impressions can quickly undermine confidence.

This is particularly relevant when AI is used to alter or “improve” images. Basic preparation of a property – such as cleaning, decluttering, or improving lighting before photographs are taken – has long been accepted practice. Digital alterations that materially change the appearance, size, or condition of a property are a different matter. Enhancements that remove surrounding features, exaggerate space, or suggest finishes that do not exist can distort a buyer’s understanding of what is actually being offered.

The issue extends beyond images to written claims. AI systems are known to generate information that sounds plausible but may be inaccurate or incomplete. In overseas markets, there have already been cases where AI-generated listings referred to nearby amenities or features that did not exist. In Jamaica, similar errors could mislead buyers about access, views, infrastructure, or development potential – factors that often play a decisive role in property value.

Beyond marketing, AI is also beginning to appear in conversations around legal and procedural guidance. Some platforms now market themselves as tools that can “answer legal questions” for agents and clients. This presents a clear risk. Real estate transactions in Jamaica are shaped by local land law, conveyancing practice, planning controls, and regulatory requirements. These are areas where oversimplified or incorrect information can have serious consequences.

Real estate professionals are not legal advisers, and technology does not change that boundary. When clients raise legal or technical questions – whether about title, planning permission, inheritance, or tenure – the appropriate response remains referral to qualified professionals. Relying on AI-generated explanations in these areas may expose agents and clients alike to misunderstanding and, ultimately, dispute.

SUPPORT TOOL, NOT A DECISION-MAKER

The broader implication for Jamaica’s housing and land market is one of balance. AI can help reduce routine workload and free professionals to focus more on client relationships, site knowledge, and due diligence. Used carefully, it can support clearer communication and more consistent documentation. Used carelessly, it risks eroding confidence in a sector where trust underpins long-term household security and investment.

Dean Jones, founder of Jamaica Homes, said the technology should be approached as a support tool rather than a decision-maker.

“AI can help organise thoughts and draft material, but it cannot replace professional judgment or local knowledge,” he said. “In Jamaican real estate, accuracy is not optional. Every representation still has to be checked, understood, and owned by the agent.”

Looking ahead, the role of AI in Jamaican real estate is likely to expand as tools become more accessible and affordable. The key question is not whether the technology will be used, but how. As pressures around housing affordability, development, and land use continue to grow, clarity and reliability in property information will remain essential.

For agents, buyers, and sellers alike, the emergence of AI serves as a reminder that while tools may change, responsibility does not. The future of Jamaica’s property market will depend not only on innovation, but on the continued commitment to accuracy, transparency, and professional care.

- This article was first published by Jamaica Homes News at jamaica-homes.com. Email feedback to office@jamaica-homes.com and columns@gleanerjm.com