Generative AI Use Cases In Real Estate Marketing: Adoption and Constraints in Germany

Generative artificial intelligence changes how firms reach customers, but standard marketing data do not record how often users see and notice a firm's name in generated answers. We develop Generative Marketing Mix Modeling (GMMM) to estimate the causal effects of Generative Engine Optimization (GEO) and Generative Engine Marketing (GEM). For GEO, GMMM combines repeated generated answers with question counts, shares of use across generative systems, and notice probabilities. For GEM, it combines records of sponsored placements with notice probabilities. GMMM compares expected business responses under alternative treatment sequences and establishes sufficient conditions for identifying the resulting effects. We investigate the empirical performance of the proposed method using simulated answers to product recommendation in English and Japanese.

Developing agents capable of navigating fragmented, multi-source information remains challenging, primarily due to the scarcity of benchmarks reflecting hybrid workflows combining database querying with external APIs. To bridge this gap, we introduce ReCoQA, a large-scale benchmark of 29,270 real-estate instances featuring machine-verifiable supervision for intermediate steps, including structured intent labels, SQL queries, and API calls. Complementarily, we propose HIRE-Agent, a hierarchical framework instantiating an understand-plan-execute architecture as a strong baseline. By orchestrating a Front-end parser, a planning Supervisor, and execution Specialists, HIRE-Agent effectively integrates heterogeneous evidence. Extensive experiments demonstrate that HIRE-Agent constitutes a strong baseline and substantiates the necessity of hierarchical collaboration for complex, real-world reasoning tasks.

Generative AI systems achieve impressive performance on standard benchmarks yet fail to deliver real-world utility, a disconnect we identify across 28 deployment cases spanning education, healthcare, software engineering, and law. We argue that this benchmark utility gap arises from three recurring failures in evaluation practice: proxy displacement, temporal collapse, and distributional concealment. Motivated by these observations, we argue that generative AI evaluation requires a paradigm shift from static benchmark-centered transparency toward stakeholder, goal, and context-conditioned utility transparency grounded in human outcome trajectories. Existing evaluations primarily characterize properties of model outputs, while deployment success depends on whether interaction with AI improves stakeholders' ability to achieve their goals over time. The missing construct is therefore utility: the change in a stakeholder's capability induced through sustained interaction with an AI system within a deployment context. To operationalize this perspective, we propose SCU-GenEval, a four-stage evaluation framework consisting of stakeholder-goal mapping, construct-indicator specification, mechanism modeling, and longitudinal utility measurement. To make these stages practically deployable, we introduce three supporting instruments: structured deployment protocols, context-conditioned user simulators, and persona- and goal-conditioned proxy metrics. We conclude with domain-specific calls to action, arguing that progress in generative AI must be evaluated through measurable improvements in human outcomes rather than benchmark performance alone.