GEO courseModule 6 of 10: Content an AI Can UseLesson 6.8
Writing With AI Without Hurting Yourself (Pages, Listings and Photos)
Using AI to help draft pages, property descriptions and photo edits, while a person stays in charge of facts, tone and legal accuracy, and nothing untrue, misleading or mass-produced gets published under your name.
Why it matters
AI invents features, states old tenancy rules as current, and mixes up English and Scottish law. Whatever it writes becomes your advert, and AI search may then repeat it.
The evidence
Evidence: Official guidance
Google's guidance on AI content and spam, the ASA's statement, and consumer law. The five-step workflow is practitioner advice.
Do this first
Fact-check three recent AI-assisted descriptions against the CRM record, floorplan and EPC, and count the claims with no source.
01What it is
A calculator does sums fast, but you still check you typed the right numbers. AI writing is the same: fast, helpful and sometimes confidently wrong. Like a helper who tidies your drawing and sometimes adds a swimming pool that was never there.
Think of it like
A quick, charming junior who's never seen the property. You wouldn't let them write the advert without the file.
02Why it matters
To the people searching
Buyers and tenants decide whether to view from the description and photos. A south-facing balcony that doesn't exist, or a virtually staged room that hides damage, becomes a complaint, and the complaint lands on the agent.
buyers
Rely on descriptions and photos to decide whether to view.
tenants
Act on what renting guides tell them.
sellers
Expect honest marketing of their home.
landlords
Act on fee and legal information, and blame the agent if it's wrong.
To Google, Bing and AI
Evidence: Official guidanceGoogle allows AI-written content, but says producing many pages without adding value can be scaled content abuse, and that you should check AI output, including facts. In May 2026 Google made clear its spam policies apply to AI Overviews and AI Mode too. The ASA said in June 2026 that its advertising code applies however an ad is made, and that the advertiser stays responsible for AI output. UK consumer law (the DMCC Act) covers misleading actions and omissions in property adverts, whoever or whatever wrote them, and AI-written reviews or testimonials presented as real breach the fake review ban.
An agent example
A negotiator's AI draft for a two-bed flat says "south facing balcony, five minutes from the station, near an outstanding school". None of it is in the record. The branch now lets AI reword supplied facts only, using a prompt that writes [MISSING] instead of guessing, and a second person signs off each description. Staged photos carry a "virtually staged" label next to the photo of the real, empty room.
03Your turn
Check yours, then fix it
- 1Pick three recent AI-assisted listings.
- 2Tick every claim against the CRM record, floorplan and EPC.
- 3Count the claims with no source.
- 1Search your listings for "walking distance", "close to", "outstanding", "south facing", "newly refurbished" and "no chain".
- 2Check each against a record.
- 3On rental adverts, search for "from", "offers over" and price ranges (lesson 8.2).
- 1Put each staged or edited photo beside the original.
- 2Is it labelled? Do size, light, condition, views and surroundings match real life?
- 1Paste a distinctive sentence from each area page into Google, in quotes.
- 2Are the same sentences on other agents' sites or your own other pages?
Act as a sceptical compliance officer at a UK estate agency. List every statement in this text that could be wrong, out of date or unprovable. Don't correct them; just flag them. [paste text]
- 11. Give the AI your facts, not a blank prompt.
- 22. Ask for a draft or outline, not a finished page.
- 33. Check every fact, number, name and rule against your records and official sources.
- 44. Add first-hand detail, named people and local examples the AI can't know.
- 55. A named person signs it off, and the date is recorded.
Rewrite the facts below as a clear property description of about 120 words. Use only the facts given. Don't add any feature, measurement, tenure, school, transport link, view or condition that isn't listed. If a fact is missing, write [MISSING] instead of guessing. Facts: [paste facts, no personal data]
- 1Label every staged or edited image, and keep the originals.
- 2Show the real room alongside a virtually staged one.
- 3Never use AI to hide damage, change views, alter room size or change the surroundings.
- 4Get your policy checked by your redress scheme or a qualified professional.
- 1Facts in, draft out. A human checks. A named person signs off. No client data in public AI tools.
- 2Never publish unreviewed AI text on fees, legal rules, valuations or compliance.
- 3Never let AI write reviews, testimonials or "customer" quotes.
- 4Ask your CRM, website and portal suppliers whether automatic AI text or image tools are switched on, and add an approval step or switch them off.
- 1Forty AI-written area pages in an afternoon is the wrong answer. Three real guides, from interviews with your negotiators, is the right one.
- 2Remove or merge pages that are thin, repetitive or unchecked.
Then: Adding "AI-generated" to a misleading description doesn't make it lawful. What matters is whether it's true.
04Keep it up
Every listing and page, every time. Review the policy and your suppliers’ AI settings quarterly.
That's lesson 6.8
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