Sep 11, 2026J/K move · Enter open · S save
Victor Kolominsky-Rabas, Leopold Müller, Felicia Perpina, Niklas Kühl
University of Bayreuth, Universitätsstraße 30, 95447 Bayreuth, Germany · Fraunhofer FIT, Wittelsbacherring 10, 95444 Bayreuth, Germany
Generative artificial intelligence (GenAI) is changing how work is organized and performed. Real estate marketing is a prime example of this, yet evidence of GenAI in real estate agents' day-to-day practice remains scarce. In this work, we report on our insights from a German-based empirical study with eleven semi-structured interviews. GenAI is already utilized across different activities, with marketing communication being the most prominent. Concrete use cases are emergent and unevenly adopted, with writing exposé texts being the only widely established one. Interaction is predominantly human-in-the-loop: GenAI drafts, structures, and retrieves, while real estate agents curate, verify, and decide. Constraints stem less from model capability than from integration with listings and documents, data availability, and compliance in sensitive tasks. The study contributes a grounded map of existing and potential use cases and identifies tentative practical implications for adoption.