Zillow Reviews Face Credibility Crisis with AI-Generated Content
The study's findings have significant implications for the real estate industry, highlighting the need for platforms to prioritize review authenticity and transparency to maintain user trust. With the rise of AI-generated content, it is crucial for Zillow to take steps to address the credibility crisis and ensure that users can make informed decisions based on genuine reviews.
A recent study by Originality.ai reveals that nearly one in four real estate agent reviews on Zillow in 2025 were likely written by artificial intelligence, sparking concerns about the authenticity of online reviews and the trustworthiness of the platform.
The study analyzed over 10,000 agent reviews and found a significant increase in AI-generated reviews, from 3.63% in 2019 to 23.7% in 2025. This trend raises alarms about the credibility of Zillow's platform, which plays a critical role in life-changing decisions like home buying. The lack of transparency from Zillow, which does not disclose when reviews are written by AI, has further exacerbated the issue.
The CEO of Originality.ai, Jon Gillham, warns that the blending of AI-generated and human-written reviews creates a credibility crisis, eroding trust in the platform. As AI-generated reviews flood Zillow's agent review platform, the consequences for users making informed decisions about home buying and real estate agents are significant. The rise in AI-generated reviews could lead to a loss of faith in the platform, ultimately impacting life-altering decisions.
The findings of the study highlight the need for increased transparency and accountability from Zillow to ensure the authenticity of online reviews. As the use of AI-generated content continues to grow, it is essential for platforms like Zillow to implement measures to prevent the spread of fake feedback and maintain the trust of their users.