The franchise group agreed to change some property images after client complaints they were misleading, The Times reports.
2nd Jun 20260 980 1 minute read David Callaghan
Winkworth has become embroiled in a controversy about the use of AI to enhance property photographs.
A report in The Times describes a case of a couple who viewed a home in Tooting, south London, that was markedly different from how it appeared in the images.
RemovedWinkworth has since removed the pictures, including one where a chimney breast had been left out.
The warning that the images had been generated by AI in a PDF brochure was written in white on a white background so was not visible.
All offices are required by Winkworth Franchising Limited to disclose the use of AI imagery online.”
A spokesperson for Winkworth told The Neg: “All offices are required by Winkworth Franchising Limited to disclose the use of AI imagery online and on all property details and must not misrepresent a property.
“We have spoken to the Winkworth Tooting office. They decided to remove some AI furnished images after a customer expressed disappointment during a viewing.
“The only change to the original images was the addition of soft furnishings, lights and other furniture, similar to using real staging furniture. In one image, a chimney breast had been removed by AI but the sizes of the rooms and windows were not altered or misrepresented.
Proofing error“The Times referred to a brochure where the AI disclosure was not clear. This had been an error in the proofing of the document and has now been amended. The AI disclosure notice had been clearly present online.”
Last year, the Daily Mail ran an article based on complaints about estate agents using AI.
Nathan Emerson, Chief Executive, Propertymark
Nathan Emerson, Chief Executive of Propertymark, speaking in response to the Mail piece, told The Neg: “There are defined lines between demonstrating the potential of a property versus misrepresenting details, as well as artificially enhancing imagery to the point that it isn’t authentic”.
TagsArtificial Intelligence (AI) winkworth 2nd Jun 20260 980 1 minute read David Callaghan Share Facebook X LinkedIn Share via Email