There is an emerging trend within the real estate sector involving the utilization of Artificial Intelligence, exemplified by tools like ChatGPT, Bard, Bing, and other similar products commonly referred to as chatbots, all for the purpose of enhancing marketing strategies. Numerous companies are harnessing the potential of AI to formulate advertising approaches, conduct market analysis, shape advertising content, and create social media posts. While AI does have certain benefits, it also brings forth certain drawbacks. These chatbots, in particular, exhibit vulnerabilities that introduce a level of risk when employed in marketing and advertising endeavors.
One significant concern pertains to the concept of "hidden bias." In certain instances, the algorithms integrated into chatbots incorporate the subtle prejudices of their creators. Moreover, these bots can internalize biases from their interactions. A notable case in 2018 involved Amazon discontinuing the use of an AI-driven recruitment system due to its demonstrated preference for male candidates over female candidates. This bias stemmed from the system’s analysis of historical resumes submitted to Amazon over a decade, which were disproportionately skewed toward male applicants. Consequently, AI developed a preference for male candidates.
Though AI has the potential to stimulate creative thinking, exercising caution is paramount before deploying it for advertising and marketing purposes. It is advisable that individuals well-versed in fair housing regulations and possessing relevant experience assess the AI-generated content to ascertain its lack of inadvertent bias.
Furthermore, it is unwise to solely rely on AI for determining advertising avenues. Throughout history, instances abound of landlords intentionally advertising solely on platforms that were unlikely to be accessed by minority groups. Both the Department of Housing & Urban Development (HUD) and the legal system construe discriminatory advertising to encompass media or locations chosen for advertising that effectively withholds housing information from specific segments of the market. Illustrative instances include scenarios such as exclusively displaying billboards in predominately white neighborhoods or featuring ads in publications predominately consumed by a white audience.
As a prudent approach, it is advisable to implement a policy wherein the use of AI for marketing and advertising is contingent upon adherence to a set of guidelines. If such a policy is not already in place, considering the prohibition of AI use for these purposes might be wise. In any case, an explicit and comprehensive written policy should be established, clearly outlining acceptable and prohibited applications of AI in marketing and advertising efforts.
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