More agents are using AI — and fewer brokerages are worried 

If it seems like almost everyone is using AI, it's because they are, a new survey has revealed.

Nearly 9 in 10 brokerage leaders say their agents are using artificial intelligence, and only 42% of those leaders said they were "highly concerned" about it — an 8% drop from last year. 

"AI is no longer a new, shiny object; it's fast becoming an irreplaceable tool for brokerages and agents alike," said Michael Minard, CEO and owner of Delta Media Group, the brokerage technology company that conducted the survey.

Who was surveyed, and what do they think about 2025? More than 100 residential brokerage leaders, described as being "collectively responsible for more than half of all US real estate transactions last year," participated in the survey.

And those top leaders see 2025 as a defining year for AI as it moves beyond marketing and content creation into customer service and administrative support. For some brokerages, it's already a defining part of their agent experience.

"The Delta survey highlights a growing belief that AI will redefine operational efficiency, helping brokerages navigate economic and market challenges with greater agility in 2025," Minard said.

Other key findings: AI used to be the domain of younger agents, but now agents of all ages are using it, Minard noted. And those who don't are "going to be left behind," experts say.

How are they leveraging AI? Creating property descriptions is the most common use case, but digital marketing, client communications and data analysis are gaining ground along with operational efficiency.

Compared to larger brokerages, firms with fewer than 20 agents and less than $50 million in transactions are less likely to embrace AI — primarily because they lack the resources to do so. Leaders of smaller brokerages were also more likely to be concerned with the risks of AI.