As artificial intelligence (AI) continues to evolve and become more widely adopted, the Canadian Real Estate Association (CREA) recognizes the importance of supporting REALTORS® with recommendations for the responsible use of AI within the real estate sector.
The use of AI must be guided by transparency, accuracy and accountability–core values that ensure REALTORS® earn and maintain consumer trust and confidence.
“Innovation must be balanced with responsibility. Transparency, accuracy, and accountability are essential principles that build consumer trust and support informed decision-making. CREA is focused on helping REALTORS® confidently adopt AI in ways that align with the high professional standards Canadians expect,” said Janice Myers, CREA CEO.
Consumers and REALTORS® should clearly understand when AI is materially influencing information, communications, or representations. Accuracy, clarity, and transparency remain essential to informed decision-making and maintaining confidence in the real estate transaction process.
The adoption of AI does not alleviate the professional responsibilities of REALTORS®. REALTORS® must remain fully accountable for the information, advice and services they provide to clients. These standards are already reflected in the REALTOR® Code, including:
- Article 13 – Advertising: Content and Accuracy
- Article 15 – Advertising Claims
The responsible use of AI can enhance efficiency, insights, and service delivery while maintaining the transparency and accountability Canadians expect from REALTORS®. These principles support responsible innovation while helping members understand emerging opportunities and risks.
“Technology has always played an important role in helping REALTORS® better serve their clients, and AI presents new opportunities to improve efficiency and access to information,” said CREA Chair Garry Bhaura. “At the same time, the human expertise, professional judgment and accountability REALTORS® provide remains essential to maintaining consumer confidence and the high standards Canadians expect.”
As a member-focused organization, CREA remains committed to collaborating with boards, associations, industry partners, and the REALTOR.ca team to help support a proactive approach to AI that upholds transparency, accountability and consumer trust.
CREA is developing resources and best practices to help REALTORS® confidently and responsibly incorporate AI into their work.
SOURCE, CREA
To learn more, visit CREA CANADIAN REAL ESTATE ASSOCIATION
