Industry trainer: Why AI isn’t advanced enough (yet) to train agents

The technology behind artificial intelligence (AI) isn’t currently advanced enough to fully overhaul estate agency training, an industry executive claims.

Charlotte Jeffrey-Campbell, director of The Able Agent, said the training platform has looked at how to use AI for its business said there are limits.

She said: “We have considered writing some of the content for our website using ChatGPT, in areas beyond our expertise, but which could provide a real value-add for our clients – for example in first aid training and fire safety. 

“It’s great to have these bite-size training modules as bolt-ons as they support our overall offering, and it’s something we’ll certainly look to be building on because they can be created and delivered quickly and easily.”

But she warned that AI tools can be outdated when the training requires a greater level of knowledge and input, for example wit legislation updates.

Jeffrey-Campbell said: “We are finding that the AI-generated content often isn’t up-to-date. 

“It is being lifted from outdated web pages. It therefore becomes impossible for agents to know and appreciate which types of AI content they can truly rely on. An example is the Renters Reform Bill, I think AI will always be a step behind on this, because it needs the time to gather the data.”

Trainers need to be correctly informed when it comes to the latest legislation updates, and to regularly audit the training they deliver – taking real time to research the information, checking and verifying it, Jeffrey-Campbell added.

She said: ”Their reputation wouldn’t survive if they solely relied on internet feeds to deliver critical content and support. Trainers need to instil confidence that the information they are providing is up-to-the-minute and accurate. 

“Agents need to feel reassured that the training they receive is authentic and second-to-none. Because the ramifications of them passing on incorrect guidance and advice would have severe consequences for their own business and the industry as a whole.”

Jeffrey-Campbell added that good training is supported by the trainer’s interpretation of the industry, current market knowledge and understanding of potential legislative changes coupled with what they know the agents truly want and need. 

She said personal relationships are important so a trainer understands the brand, how to deliver the content and whether the audience is engaged, all areas that AI may struggle with.

Jeffrey-Campbell added:  “There will be some tools that will make the production of content easier, however there will always be a need for real person expertise and support when it comes to working towards qualifications. 

“Also, real-life stories will continue to play a critical role, because empathy in estate agency is a hugely important skill, and real-life tales and experiences have more impact in training than delivering facts alone. 

“As soon as we think the tech is ready, we will be creating course content to help agents make the most of AI in training.”