AI Best Practices and Agent Responsibilities

Keller Williams Realty Pasadena Policy on the use of AI

As technology evolves, our brokerage encourages the responsible and innovative use of artificial intelligence (AI) to enhance real estate marketing, communication, and client service. However, with this opportunity comes the clear responsibility to ensure all AI use aligns with professional, ethical, and legal standards.

1. Agent Accountability

All associates are fully responsible for the accuracy, legality, and ethical compliance of any content produced, modified, or distributed using AI tools.

• You, not the AI platform, are liable for any misrepresentation, copyright infringement, bias, or violation of real estate laws or policies. 

• AI-generated content must be reviewed, edited, and approved by you, the agent, before publication.

• Agents are solely responsible for any fines, penalties, or disciplinary actions imposed by governing bodies resulting from the misuse or misrepresentation of AI-generated or augmented content.

2. Compliance with Industry Standards

MLS, CAR, NAR, and REALTOR® rules around AI emphasize responsible, ethical, and transparent use. Agents must uphold all applicable standards. You are to adhere to the latest policies, and any future changes made by the MLS or CAR or NAR.

3. Best Practice Summary

• Disclose when visual or audio media (ie. text, video, images, or audio) has been generated or enhanced by AI.

• Never use AI to create false, misleading, or exaggerated claims.

• Keep documentation of your human review and creative input for compliance purposes.

• Treat AI as a support tool, not a replacement for your professional expertise.

Acknowledgment

By using AI tools in your business, you acknowledge and agree to uphold these standards. Failure to comply may result in disciplinary action consistent with brokerage policy and governing regulations.