Thursday, 25 June 2026
Artificial intelligence is becoming an increasingly visible part of the residential real estate sector. From automating customer communication and creating marketing materials to analyzing buyer preferences and generating virtual tours, AI is already helping developers improve efficiency and enhance the customer experience. However, an important question remains: can technology eventually replace real estate sales professionals?
The following comments reflect the perspectives of representatives from major development companies operating in the Polish housing market.
Tomasz Kaleta, Managing Director of Sales and Marketing at Develia
Artificial intelligence will play an increasingly important role in the development industry, but in our opinion, it will not completely replace apartment salespeople or customer advisors. Buying a home is one of the most important financial and life decisions, which is why customers still expect a personalized approach, conversations with an advisor, and support at various stages of the purchasing process. Soft skills, the ability to understand customer needs, build relationships, and provide a sense of security remain particularly important today.
At the same time, AI already strongly supports marketing and sales and is used in areas such as creating visualizations, promotional materials, and data analysis. Chatbots, in turn, allow for automating initial contact with customers, answering basic questions, and supporting lead management.
We view virtual tours as a complement to the sales process, not a replacement. Customers still want to see the location, speak with an advisor, and discuss individual issues related to financing or apartment layouts.
Grzegorz Smoliński, Board Member, Dom Development
In the housing industry, AI is used, among other things, to create visualizations, 3D models, and other promotional materials, effectively building a narrative around a project. However, it cannot replace interpersonal relationships or the responsibility a salesperson assumes. Negotiations, building trust, intuition, and the ability to understand clients’ emotions remain key in real estate sales. Buying a home is a high-value decision, so many people expect a personalized approach and the support of experienced staff to guide them through the entire process.
Agnieszka Majkusiak, General Director of Sales and Marketing at Atal
AI opens up many new possibilities in terms of offer presentation, marketing, and effective audience outreach. Modeling, virtual tours, customer profiling, automation of accounting and financial processes, and the analysis of large datasets streamline sales management and improve service quality.
However, people, their skills, and personal attributes still play a key role in the purchasing process, contributing to the strength of our sales teams. Virtual advisors can assist with initial contact with the company and quickly provide essential data and information, but in the subsequent stages of the home-buying process, clients expect personal service, advice, consultations on available options, answers to questions about the investment, presentations during meetings, and participation in such crucial events as a notary visit.
Customers also want to be sure that the offer presented to them is not simply the result of algorithms, but of someone listening to their preferences and needs. Customers’ initial expectations regarding the apartment they are looking for often change as they learn more about the development, its surroundings, and the conditions that will impact their quality of life.
It is also important to emphasize that the development market is highly regulated. Strictly defined procedures apply, and knowledge, experience, and familiarity with regulations are essential. In this context, human involvement in the sales process remains indispensable.
Tomasz Stoga, CEO of Profit Development
AI will change the way we work, but it will not replace humans in the apartment-buying process. For most people, buying an apartment is the biggest financial decision of their lives. Customers want to talk, ask questions, clear up doubts, and feel secure. Even the most advanced algorithm cannot provide this.
At Profit Development, we use AI-based tools to accelerate teamwork, better analyze customer needs, and respond to questions more quickly. AI helps increase efficiency, but it does not replace relationships. The modern market requires modern solutions, but when buying an apartment, face-to-face contact remains essential. Customers still buy from people, not algorithms.
Mariusz Gajżewski, Head of Sales, Marketing and Communication, BPI Real Estate Poland
Artificial intelligence already supports the real estate industry in areas such as data analysis, offer personalization, communication automation, and market analysis. Virtual tours and modern digital tools help customers learn more quickly about investments and streamline the sales process.
However, AI will not replace interpersonal relationships, which remain crucial in the apartment-buying process—one of the most important financial decisions in a customer’s life. This is why an advisor’s experience, trustworthiness, and personalized approach remain essential.
Zuzanna Potrzebta, Commercial Director at Eco Classic
Artificial intelligence will not replace interpersonal contact. Professions in which human interaction provides a sense of security and engages with the physical and emotional aspects of a person will never be replaced by AI.
Witold Kikolski, Member of the Management Board, MS Waryński Development S.A.
Artificial intelligence will certainly play an increasingly important role in apartment sales, but it is difficult to expect it to completely replace advisors or agents. Buying a home remains one of the most important financial and life decisions, which is why customers still expect direct contact, a personalized approach, and support throughout the entire purchasing process.
AI effectively supports sales today by helping with offer presentations, handling initial inquiries, analyzing customer needs, and facilitating apartment selection through virtual tours and visualizations. However, the best results are achieved by combining modern technologies with professional, personal service, as humans remain irreplaceable in building trust, negotiating, and making the final decision.
Joanna Chojecka, Sales and Marketing Director for Warsaw, Wrocław, and Łódź at Robyg Group
Artificial intelligence and new technologies already support apartment sales, but they will not completely replace interpersonal relationships. Buying a home is one of the most important financial decisions in life, which is why customers still expect personalized contact, professional advice, and a sense of security.
AI is a significant aid in analyzing customer needs, personalizing offers, automating communication, and preparing marketing materials. Virtual tours and online presentations are also playing an increasingly important role, helping customers during the initial apartment selection process. However, soft skills, relationship building, negotiations, and customer support throughout the purchasing process remain areas where humans continue to play a key role.
Karolina Bronszewska, Marketing and Innovation Director, Ronson Development
From a marketing and innovation perspective, we view AI and digital tools primarily as support for the sales process, not as solutions that could replace humans. Technology plays a crucial role today, especially in the early stages of the customer journey—in online campaigns, websites, property search engines, apartment configurators, 3D models, and virtual tours. Its primary purpose is to facilitate customer access to information, improve understanding of investments, and help narrow down choices.
At the same time, purchasing an apartment remains one of the most important life and financial decisions. Therefore, at this crucial stage of the sales process, the role of an advisor remains irreplaceable. Today, customers expect not only data and technology but also conversation, understanding, answers to questions, and a sense of security when making decisions.
We develop technological solutions because we see their real business value, including in data analysis, communication personalization, apartment recommendations, and the automation of repetitive processes. This allows sales teams to operate more effectively and focus on what matters most: advice, relationships, and building trust.
Therefore, we see the future of apartment sales as a hybrid model. Companies that can effectively combine modern technologies with high-quality customer service will gain a competitive advantage.
Małgorzata Porzezińska, Sales Director at Archicom
Artificial intelligence will not replace apartment salespeople or agents, but it will certainly change their role. AI tools are increasingly taking over the most repetitive and technical tasks, such as data analysis, pre-selection of offers, and appointment scheduling. This makes the apartment search process faster and more efficient.
The same applies to virtual tours. They do not sell apartments on their own, but they help customers during the initial review of offers. They allow buyers to eliminate properties that do not meet their expectations without leaving home, saving time for both customers and advisors.
The final decision to purchase a property, which for many people is one of the most important decisions of their lives, almost always requires thorough analysis.
The responses from developers reveal a clear consensus: artificial intelligence is becoming a valuable tool that enhances many aspects of apartment sales, including marketing, customer service, data analysis, communication automation, and virtual property presentations. AI can streamline processes, improve efficiency, and help customers access information more quickly.
However, the industry remains firmly convinced that technology will complement rather than replace human sales professionals. Purchasing a home is one of the most significant financial and emotional decisions in a person’s life. Building trust, understanding individual needs, providing expert guidance, negotiating terms, and offering reassurance throughout the purchasing journey are areas where human interaction continues to be essential.
The future of apartment sales is therefore likely to be a hybrid model, where artificial intelligence handles routine and data-driven tasks, allowing sales advisors to focus on what they do best: building relationships and helping customers make informed decisions with confidence.
Source: Dompress.pl & edited by CIJ.World
Photo: Apartamenty Portowa Krakow, Matexi Polska
