The rapid rise of housefishing: are AI-enhanced property listings helpful – or sinister?

It is twilight on a desirable street in Chiswick, or it could be Hampstead, Wilmslow or Hove. A spectacular sunset has left a vivid stripe of orange fading into a violet sky. Against this saturated backdrop, a large Victorian house is clearly outlined despite the darkening atmosphere, perhaps thanks to the lights blazing from every single room. The effect is dazzling, in an unhinged, halfway-through-an-exorcism way. It is also quite obviously fake: a digital trick previously achieved with software such as Photoshop, but increasingly using quicker, cheaper AI programs.

If you are one of the many Britons for whom browsing expensive property listings is a big pastime, you’ll be familiar with the dusk shot, one of the many ways estate agents try to make their wares stand out in the endless scroll of Rightmove, Zoopla and Instagram. It is a level of artifice that most of us are prepared to overlook. We understand we are being sold a dream and we are generally happy to be transported to a world untroubled by the energy crisis, nosy neighbours or natural shadow.