AI tools are quickly becoming integral to brokerage operations 

Over the past three years, brokerage leader perceptions of artificial intelligence have shifted significantly, with the technology now seen by many as a core business tool, according to a Delta Media analysis of survey data from 2024-2026.

Even as concerns about AI rose in this year's survey of roughly 100 brokerage leaders, more respondents rated the tech as important to their businesses and increasingly plan to expand their use of AI in both front- and back-end operations, CRM systems, analytics and other tools, Delta found. 

'Importance' jumps: The brokerage leaders surveyed were asked to rate the importance of AI "today" and "in the near future" on a scale of 1-10. 

In 2024, the average ranking for AI's current importance was 5.45, inching up to 5.9 in 2025. In the latest survey, however, the "importance score" jumped to 7.12, a 31% increase from 2024. Ratings of near-future importance also climbed, rising from 7.02 three years ago to 8.25 in 2026, Delta noted.

How brokerages are using AI: Between 2024 and 2026, the share of brokerage leaders using or planning to use AI tools for front-office or admin support more than doubled, increasing from 23% to 53%. 

Over 50% of respondents also now intend to deploy AI for workflow and back-office automation, and for agent recruiting, training and performance coaching. Just under half the leaders surveyed also want to expand their use of AI for data-heavy tasks, such as predictive analytics, market analysis and property valuations.

Brokerages are 'beginning to build their businesses' with AI: Delta Media Group CEO Michael Minard said the latest findings represent a major shift from what the firm was seeing in 2024, when most brokerages and agents were primarily using AI tools for content creation and digital marketing. 

"We're watching AI move from the edges of the brokerage toward the center," Minard said in a news release accompanying the data. 

"The big story today isn't whether real estate is using AI. We knew that after the first survey we did in 2024. What has changed is how important brokerage leaders believe AI has become to their businesses," Minard said. "AI is quickly moving from something brokerages use to something they are beginning to build their businesses around," he added.

Letting AI work independently: One reason brokerage leaders may be feeling more anxious about AI is because they are looking into tools that work without human intervention. The survey found that half of the brokerage leaders plan to adopt or expand their use of agentic AI this year, particularly for business intelligence, forecasting and contract review. 

"These are decisions that can change how their entire brokerage operates," Minard noted.