DNG O’Connor Finn apologized after AI-edited Irish apartment listings showed altered features, including flooring, curtains and a mattress. DNG directed the agent to add original photos and an AI-use notice to listings on Daft.ie and its own site.
The edits went beyond lighting: a bedroom image appeared to change the flooring, curtains, radiator and mattress size. A kitchen photo made a dim room with half-painted cabinets and different flooring look bright and polished. Advertising Standards Authority rules allow AI in ads if its use is disclosed and unedited images appear nearby; here, the originals were much farther down the listing.
DNG said the edits were intended only to improve presentation and photo quality, not to misrepresent a property’s size, layout, condition or material features. The company said it is new to AI, has reminded agents of the rules and plans to review ads across its network. Social Democrats housing spokesperson Rory Hearne called publishing “false images” distasteful, saying AI edits may misrepresent a room’s light or depict changes that are structurally impossible or would require planning permission.
