The National Association of REALTORS® responded Tuesday to new real estate listing application being launched on an artificial intelligence platform, saying that using AI has the potential to better serve consumers, but that MLSs are responsible for doing assessments of the new application to ensure compliance with MLS rules.
Large language model AI tools, such as ChatGPT or Claude, are already being used like a search engine to ask questions about homes for sale or rental in an area. However, to actually see a home listing, the user had to leave the AI tool and go to a separate website.
But earlier this month Zillow announced that its portal app would be available on Open AI’s ChatGPT. “When you start a ChatGPT prompt with ‘Zillow,’” the company said in its announcement, “ChatGPT will automatically surface the Zillow App in your chat and use relevant context to deliver real listings. The app will also show photos, maps and pricing, and guide you seamlessly back into Zillow to schedule a tour, connect with an agent or explore financing.”
The novel application introduced questions for MLS executives and industry analysts: How does an app on an AI platform comply with MLS policies and IDX rules?
On Tuesday, to help the industry and MLSs navigate that question, the National Association of REALTORS® issued the following statement on Zillow’s app for ChatGPT:
Implementing and integrating new technologies, like artificial intelligence (AI), into the home buying and selling process has the potential to better serve consumers by enhancing the exposure of MLS listings and improving property search. Provided the use of technology is in accordance with MLS rules and data license agreements, NAR recognizes the importance that innovation plays in fostering more transparent, competitive and fair housing markets. Compliance with MLS rules further fulfills the necessary display requirements and required authorizations, such as from listing brokers, that avoid misuse of MLS data.
For enforcement, each MLS is individually responsible for conducting its own assessment of technologies that use and display MLS data. This includes considering known public information and determining whether the MLS needs more information from the parties involved or otherwise as part of its evaluation assessment.
To determine if Zillow’s ChatGPT application complies with IDX policy, an MLS should consider things such as whether MLS data is being transmitted to an unauthorized party, if the displaying Participant maintains “control” over their display, and if the display fulfills the disclosure and display requirements outlined in local IDX rules. It should also be noted that the display of MLS data on mobile apps is permitted under the existing IDX policy.
NAR closed its statement saying that, to support MLSs, NAR members and consumers, it would continue to monitor the development and use of AI and similar technologies and would work with industry stakeholders to provide needed guidance, resources and educational materials.
