August 26, 2025
For millions of homebuyers and sellers, Zillow has become the go-to place to find and vet real estate agents. Its review system feels like an inside look at other people’s experiences — a window into how an agent communicates, negotiates, and closes deals.
But a recent analysis suggests that the trustworthiness of those reviews may be slipping.
A study from content authenticity platform Originality.ai found that in 2025, nearly one in four agent reviews on Zillow were likely written by artificial intelligence. That number, according to the company’s research, has surged by more than 550% since 2019.
Sharp Growth in AI-Generated Feedback
Originality.ai’s team analyzed more than 10,000 Zillow reviews posted between 2019 and 2025.
Using its own AI detection tool, it estimated the proportion of reviews that appeared to have been created by machines rather than people.
The results tell a clear story:
- In 2019, 3.63% of Zillow agent reviews were likely AI-generated
- In 2025, that share climbed to 23.7%
- This represents a 558% increase in just six years
Generative AI has made it faster and easier to produce text that reads convincingly human. That convenience is attracting marketers, business owners, and, in some cases, individuals seeking to inflate reputations online.
The Stakes for Buyers and Sellers
While fake reviews are nothing new, the stakes are much higher in real estate. A well-reviewed agent can influence a transaction worth hundreds of thousands of dollars. When reviews are fabricated or artificially enhanced, they can create a misleading picture of an agent’s abilities and track record.
Madeleine Lambert, Director of Marketing at Originality.ai, calls this “fake clout” — the appearance of credibility without the proof to back it up.
She notes that this can cause real harm because:
- Clients may hire agents who are less capable than they appear
- Better-qualified professionals might lose business to inflated profiles
- Buyers and sellers could experience financial setbacks or poor guidance
Not Just a Zillow Problem
Zillow is far from alone in facing this issue.
Originality.ai’s CEO Jon Gillham points out that AI-generated reviews are appearing on platforms such as Airbnb, Google, and LinkedIn. The difference, he says, is that Zillow’s content often shapes life-changing financial decisions.
A questionable review for a short-term rental might result in a disappointing vacation. A questionable review for a real estate agent could alter the outcome of a home purchase or sale, with consequences that last for years.
Blurred Lines Between Human and Machine
The rise of AI reviews creates another problem: distinguishing between genuine experiences and machine-crafted text. When these reviews are mixed together with no way to identify their origins, the entire review system risks becoming background noise.
Without clear labeling, users may read dozens of glowing comments without realizing that none of them came from actual clients. The lack of distinction makes it harder for buyers and sellers to know who to trust.
What Consumers Can Do Right Now
Until Zillow or similar platforms take stronger action to verify the authenticity of reviews, consumers can take extra steps to protect themselves. A careful approach might include:
- Reading for detail: Authentic reviews often mention specific events, timelines, or interactions.
- Comparing platforms: Check an agent’s reviews on multiple sites to spot patterns or inconsistencies.
- Requesting references: Ask the agent to provide contact information for past clients.
- Scheduling a meeting: Direct interaction can help gauge professionalism and communication style.
- Watching for repetition: Recycled phrases and overly generic praise can be red flags.
These steps do not guarantee accuracy, but they can help balance online impressions with real-world verification.
The Role of Transparency
At present, Zillow does not disclose whether a review is AI-generated. The absence of labeling leaves consumers without a key piece of information that could help them assess credibility.
For a platform that influences high-value transactions, the lack of clear review identification could undermine user confidence over time. Platforms that depend on trust will likely need to address this gap if they want to maintain their authority in the marketplace.
How Platforms Could Respond
As AI detection tools advance, there are practical steps that could help safeguard review quality. Potential measures include:
- Verified transactions: Linking reviews to confirmed sales or purchases.
- AI usage labels: Disclosing when a review was generated or assisted by AI.
- Moderation and audits: Spot-checking content flagged by detection systems.
- Consumer education: Providing tips on identifying questionable feedback.
Each of these solutions comes with challenges, from technical implementation to user privacy. Still, the longer the issue remains unaddressed, the more difficult it will be to restore faith in reviews.
The Broader Shift in Online Content
The Zillow findings are part of a much larger trend. AI-generated content is rapidly increasing across nearly every online platform.
In some cases, AI can improve clarity or correct grammar for legitimate reviews. In others, it can fabricate glowing testimonials that have no connection to real events.
This shift raises a central question: how much of what we read online still reflects genuine human experience? Without stronger verification systems, consumers will have to be more skeptical and discerning than ever before.
Awareness as a First Line of Defense
AI-generated reviews are not inherently harmful, but there’s a problem. And that problem is their potential to mislead.
When a buyer believes they are reading the authentic words of a past client — and they are not — the risk extends beyond wasted time. In real estate, that risk often involves substantial financial and emotional stakes.
Consumers who understand the issue and know how to spot potential warning signs are better equipped to make informed choices. That awareness will be especially important if AI adoption in review writing continues to grow at the current pace.
Bottom Line
Zillow’s review system remains a valuable resource, but it is no longer safe to assume every comment comes from a real person.
The surge in AI-generated reviews highlights a growing need for transparency, verification, and consumer vigilance.
Trust has always been the currency of online reviews. Without it, even the most detailed feedback loses its value. By approaching reviews with a critical eye and supplementing them with direct research, buyers and sellers can still make smart, confident decisions.
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