A new report from RPR reveals a sharp disconnect in how real estate brokerages and agents perceive artificial intelligence adoption. While brokerages claim that 97% of their agents use AI tools, the data tells a different story: meaningful usage is largely concentrated among power users.
Most agents apply AI primarily for marketing tasks, such as generating listing descriptions or social media content, rather than for core transactional or analytical work. The gains from these tools remain uneven, with a small subset of agents capturing most of the productivity benefits.
The findings challenge brokerages to examine whether their reported adoption rates reflect actual workflow integration or merely superficial use. The gap suggests that many agents may not be leveraging AI in ways that materially impact their business or client outcomes.
For agents and brokerages, the takeaway is clear: adoption metrics alone are misleading. Without deeper engagement and training, the technology's potential remains unrealized for the majority of users.
Some industry observers caution that the survey's definition of 'adoption' may have been too broad, potentially inflating the numbers. Others argue that the gap is narrowing as AI tools become more intuitive and embedded into standard real estate platforms.