AI use now the norm among real estate agents 

When ChatGPT launched in late 2022, it quickly became one of the most popular consumer software applications ever. For real estate professionals, it was touted as a time-saving tool for content creation, and it didn't take long for agents to get on board. 

Just over a year after ChatGPT's debut, a Delta Media Group survey of leading brokerages found that nearly 80% of the agents at those firms had adopted AI tools, primarily for help with writing content.

At the time, Delta Media Group CEO Michael Minard highlighted the conundrum of AI: It's here, it's advancing rapidly, and those who don't adopt it will be left behind. Yet the potential for bias and a general lack of guardrails should give one pause, Minard warned: "I think the industry as a whole is so unprepared for the realities of AI."

The near-ubiquitous embrace of artificial intelligence

So what about now?

Delta released its third-annual Real Estate AI & Leadership Survey today, and — unprepared or not — almost everyone is using AI in some capacity. Among the more than 100 brokerage leaders surveyed — a group that represents firms responsible for over two-thirds of U.S. real estate transactions, according to Delta — 97% said their agents are using AI.

"Over the past three years, we've watched AI move from curiosity to capability to becoming embedded in the average agent's daily workflow," Minard said of the latest report. "In 2026, the question is how brokerages ensure AI is being used accurately, responsibly, and in ways that deliver real value to both agents and consumers."

Here's what's changed (and what hasn't) since Delta first surveyed brokerages about AI adoption in 2024.

Leaders recognize the growing importance of AI: Almost all firms have now adopted AI tools — just 4% have yet to embrace the technology, compared to 22% two years ago — and only 2% of brokerage leaders said they do not plan to adopt AI tech in 2026. 

Brokerage execs rated AI's current importance as a 7 out of 10, with "future importance" rising to 8. In 2024, current importance was rated as a 5.

For agents, it's all about content: The vast majority of agents (82%) are using AI tools to write listing descriptions, versus just 58% in 2024. And 74% use AI for marketing content, including email, social media and blog posts. 

Interestingly, when brokerage leaders were asked to identify the most important use of AI in their firm, just 15% chose listing descriptions, while roughly a quarter (26%) pointed to marketing content as the best use of AI. 

Use is up — but so are concerns: In last year's survey, it appeared that brokerage leaders were becoming more comfortable with AI. While 42% reported being "highly concerned" about AI guardrails in 2025, that was a significant drop from the year before, when 50% expressed such concerns. In 2026, however, anxiety was back up, with 49% of leaders reporting concerns.

Worries were most common among small brokerage leaders. With fewer resources to ensure proper training and integration of AI tools, they cited compliance and data privacy issues as top concerns. 

But the AI train has left the station, and brokerages of all sizes will need to adapt, Minard suggested. 

"AI is now embedded in nearly every area of the brokerage business," he said. "That brings new opportunities for brokerages to boost performance and efficiency. But AI also creates significant new responsibilities for broker-owners."