How will Zillow’s latest AI feature impact agents? 

Zillow has introduced a new feature that the company believes will fundamentally change how people conduct their home search.

Zillow AI mode is designed to allow home shoppers to use conversation — rather than set filters and scroll through listings — as they drill down on what they are looking for. This week's launch, which comes less than six months after Zillow introduced an app in ChatGPT, arrives amid a wider industry embrace of AI tools designed for real estate agents and consumers.

What Zillow AI mode does: The new feature will remember an individual's preferences and their previous sessions, providing a user experience that "understands what people need and helps them take action," Zillow SVP of AI Josh Weisberg said in a company announcement.

"We've spent years building the data, infrastructure and models to power this shift," Weisberg said. "This AI brings clarity to one of life's most complex decisions, helping people understand what they can afford, what matters in a home, and even challenge and explore the Zestimate in real time."

Users can begin with broad questions that are difficult to answer using filter-driven searches, such as, "Is it better to rent or buy a home in Miami?" Zillow AI mode will present some options based on listing and pricing data before following up with preference-related questions. The feature can also offer guidance on related topics, including strategies for making an offer on a home that has already had a price cut or cost estimates for a room renovation.

The new feature is currently in beta among a limited group of Zillow users. It is expected to be fully rolled out this year across the company's app and website.

Creating 'more informed' clients: The questions Zillow AI mode aims to answer are the kind that an agent typically would have handled before AI. But Weisberg said Zillow's position is that AI will shift — not replace — an agent's role.

"By answering research-heavy questions earlier, the technology is expected to produce more informed, higher-intent clients," Weisberg said in an email to Real Estate News. "That allows agents to spend less time on basic education and more time on high-value work such as pricing strategy, negotiation and navigating the transaction."

As AI adoption grows, Weisberg expects agents who focus on expertise, judgement and local knowledge will stand out the most.

What consumers want to know: Early testing of Zillow AI mode found that most user questions focused on affordability, neighborhoods and comparing homes with specific features.

But that may change over time. "As users become more familiar with the experience, Zillow anticipates more activity extending further into the transaction process," Weisberg said.

Balancing information and services: Zillow crafted AI mode by drawing on its own data in a way that the company believes will build trust with consumers. Along with outlining a list of core values, the company has established guardrails that it says evaluate both customer questions and AI responses to prevent discriminatory steering.

Zillow AI mode also attempts to balance providing helpful information and services. The product is designed to prioritize guidance first, according to Weisberg, with next steps introduced only when they're relevant to the user's intent.

"The goal is to keep the experience useful and trustworthy, while naturally surfacing Zillow tools when they add value," he said.