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

2026-09-11

AI Summary

研究探讨了德国房地产营销中生成式AI的应用与限制，通过半结构化访谈揭示其在营销沟通中的主要用途及面临的集成和合规挑战。

Abstract

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.

Problem

• Generative AI
• Real Estate Marketing
• Adoption
• Constraints
• Germany

Innovation

• Generative AI
• Real Estate Marketing
• Human-in-the-Loop
• Use Cases
• Data Integration