Source: https://agentshelf.com/guides/disclosing-ai-use-to-clients
Published: 2026-10-14
Author: Jason Hernandez
Category: Listings & Transactions
Skill level: Intermediate

# Should You Tell Clients You Use AI? What to Say and When

Most agents using AI aren't hiding anything (I hope). They just haven't decided whether they need to say it. The rules are still catching up, so the answer is part law, part professional judgment, and part trust. This is general guidance, not legal advice, and requirements can vary by state, MLS, and brokerage.

## A Useful Rule of Thumb

Ask two questions:

1. **Is disclosure required?** By law, MLS rule, or brokerage policy.
2. **Would a reasonable client feel misled if they found out later?**

If either answer is yes, disclose. Even if neither is, a short, matter-of-fact mention is best practice.

## Where Disclosure Is Most Likely Required or Expected

### Altered Photos and Virtual Staging
This is where the rules are firmest. Some states and many MLSs require altered listing images to be labeled, and some require access to the originals. See my [virtual staging guide](/guides/ai-virtual-staging-and-photo-editing) and our blog post on [AI-generated property photos](/blog/ai-generated-property-photos-disclosure).

**Sample:** "Select photos have been virtually staged. Furniture shown is digital and not included. Unstaged photos are available on request."

### Chatbots and Automated Messaging
If a client may think they are talking to a person, say they aren't. A growing number of state laws require chatbots to identify themselves.

**Sample opening message:** "Hi, I'm the virtual assistant for [Name]. I can answer questions and set up a showing, and [Name] will follow up personally."

### Synthetic People and Voices
AI-generated people, voices, or video in your marketing may require a disclosure under state law and ad platform rules. Don't present an AI-generated image as a real photograph of you, your team, or a client.

### Recording and Transcription Tools
If an AI note-taker joins a call, tell everyone at the start and get consent where your state requires it. Some states require all-party consent for recording.

## Where It's a Judgment Call

### Listing Descriptions and Emails
You are generally not required to disclose that AI helped draft a listing description or an email, as long as you reviewed it and it is accurate. You are responsible for the content, whoever or whatever wrote the first draft. My [listing description guide](/guides/writing-listing-descriptions-with-ai) covers how to review for accuracy and fair housing.

### Research and Summaries
When you give a client an AI-generated summary of a document, say what it is: a convenience, not a substitute for reading the document or getting legal advice.

**Sample:** "I used an AI tool to create this plain-English summary to help you navigate the document. Please read the full document, and talk to your attorney about anything that affects your rights."

## Making Disclosure Easy

**Put it in your listing or buyer agreement.** One short paragraph covers it:

> "I use technology tools, including artificial intelligence, to help with scheduling, communication, research, and marketing. I review all work before it is delivered. I will not enter your sensitive financial or personal information into any tool that has not been approved by my brokerage, and I will tell you if automated tools are communicating with you directly."

**Add a line to your website or email signature** if you use a chatbot.

**Have a one-sentence verbal answer ready** for when a client asks: "Yes, I use AI to speed up routine tasks like drafting and research, and I check everything before it reaches you."

## What Clients Want to Know

Most clients aren't worried that you use AI. They want to know:

- Is a real person responsible for my deal?
- Is my information safe?
- Is what I'm being told accurate?

You don't need a disclaimer on every text message. Disclose clearly where it matters and be plain about it everywhere else.

Check your brokerage's AI policy before you finalize your language. If you don't have one, my guide on [writing an AI policy](/guides/ai-policy-for-your-team-or-brokerage) is a place to start.

_- Jason_