Estate agents warned over AI smart glasses privacy risks
Estate agents are being advised to update their compliance policies to address privacy concerns arising from AI-enabled smart glasses during property viewings.
The guidance comes as consumers increasingly use devices such as Meta Glasses, which can capture photographs and video while connecting to AI-powered services, raising questions about data protection and consent during property viewings.
Paul Offley, Compliance Officer at The Guild of Property Professionals, has highlighted that agents need clear policies on photography and recording before viewings take place.
“Anything where you are recording a third party is subject to Data Protection Regulations, and you cannot simply record somebody without making it clear that you are doing so,” Offley said. “You certainly cannot go into someone’s property and start recording the interior without prior consent.”
Practical measures for agents
Offley suggests agents add disclaimers to property particulars or viewing information stating that photography or video recording is not permitted during viewings unless agreed in advance.
If prospective buyers arrive at viewings wearing smart glasses, agents are advised to ask whether the devices are recording. “If they are recording, the agent can politely ask the person to remove the glasses or stop the recording,” Offley said.
The compliance officer noted that agents have responsibility for both the property and the privacy of those involved in viewings. This guidance comes as regulatory frameworks across the property sector continue to evolve.
AI in property marketing
Beyond viewing protocols, Offley warned that AI should not be used in property images in ways that could deceive potential buyers. The technology sector has seen rapid development, with estate agents increasingly adopting AI tools for property marketing.
“Technology is developing rapidly, and there will inevitably be new tools that agents and consumers start using,” Offley said. “The important thing is that agents understand how those tools interact with their existing compliance responsibilities.”
The guidance reflects broader compliance considerations facing the property sector, as regulatory scrutiny increases across various aspects of property transactions.
Offley emphasised that while AI can be useful when used appropriately, and smart glasses may offer new ways of interacting with property, neither should undermine transparency, privacy or the accuracy of property marketing. Having clear policies in place can help agents manage these situations professionally and consistently.
