As AI rapidly reshapes the way real estate agents work, multiple listing services are taking on a new role as technology validators.
That’s according to Liz Sturrock, head of MLS and innovation at Miami Realtors, who said the organization is less focused on building its own AI tools and more focused on ensuring the tools agents use are accurate, compliant and secure.
“What we do at Miami Realtors is make sure that the technology solutions of the MLSs that we partner with are safe for our members to use,” Sturrock told Inman in a recent interview. “We want to make sure that they remain fair housing compliant, that their copyrights are protected, and that their agents are indemnified for any issues related to that.”
This approach reflects changes across the MLS landscape as AI adoption accelerates and with it increases risks around accuracy, bias, and compliance.
Consumer expectations drive AI adoption
Sturrock said agents primarily use AI to write listing descriptions, create marketing content, automate communications, build comparative market analysis, and assist with virtual staging and design.
“ChatGPT is definitely number one,” Sturrock said, noting that agents are also experimenting with tools like Claude and Gemini alongside MLS integration products.
She added that Miami has an especially high rate of AI adoption. This is driven in part by Miami’s evolution as a technology and financial hub and by consumers’ increasing expectations for seamless, digital-first experiences.
“Consumers don’t want to sign a piece of paper or mail a check,” she says. “They want everything to be seamless, just like in other parts of their lives.”
AI helps agents capture and retain buyer interest
Miami Realtors focuses on partnerships rather than building its own AI systems.
Among the tools offered to members is Sidekick, a ChatGPT-based assistant that integrates with Google Workspace and MLS data to automate communication, scheduling, and CMA creation. There’s also Infinityy, an AI-powered virtual tour platform designed to increase engagement with listings.
These tools are often offered to members through freemium or discount models, lowering the barrier to adoption. Sturrock says the results are already visible, especially on the consumer side.
“We know there is much more interest from agents and consumers using Infinity Tours,” she said. “They spend up to 12 minutes navigating these lists.”
This level of engagement (in some cases four times higher than traditional listings) demonstrates one of the most obvious short-term benefits of AI in real estate: attracting and retaining buyer attention.
Faster tools, more risk
Despite its rapid adoption, Sturrock emphasized that the biggest risks associated with AI are not technical, but regulatory and ethical. Fair housing compliance remains a core concern, especially when agents use AI to create property descriptions.
“You can’t say a house is good for a family, right? It’s great for everyone,” Sturrock said. “That’s why we encourage agents writing property descriptions to talk about the property, not the person.”
Miami Realtors has a system in place to flag potentially non-compliant language when agents enter property data, but Sturrock said education is still important. Agents are also encouraged to validate AI-generated content before publishing it.
“I can’t say for sure that I don’t have hallucinations,” she says. “We always advise our members to fact-check anything generated by AI before publishing it in their name.”
Virtual staging has similar risks. Although AI-powered design tools are widely used, agents must avoid property misrepresentation, and this requirement has not changed with the advent of new technologies. “The rules haven’t changed just because the technology is better,” Sturrock said.
As AI tools proliferate, Sturrock also cautioned against deploying technology for its own sake. “In some cases, that’s great, but in other cases, it’s like everything had a blockchain or crypto label on it,” she said. “AI for AI’s sake is meaningless.”
Sturrock said the focus should continue to be on tools that make agents more efficient and effective, rather than simply increasing automation. “The real value of AI is in helping agents do their jobs faster and better, and focus on what they do best,” she said.
Multilingual tools extend agent reach to buyers around the world
One of the most important changes underway is the way AI tools directly leverage MLS data. Platforms like Sidekick use MLS information to generate CMAs, automate responses, and streamline workflows, effectively turning MLS datasets into the backbone of AI-powered agent tools. This dynamic could strengthen the long-term relevance of MLS, even as new technology layers are built on top of it.
In Miami, the impact of AI is also tied to the global nature of the market. According to the Miami Association of Realtors’ 2025 International Home Buyer Profile, Florida accounts for one in five foreign home sales in the United States, and half of those transactions take place in the Miami metropolitan area. In South Florida, foreign buyers accounted for 15% of total housing dollar transactions in 2025, seven times the national average of 2% and more than three times Florida’s overall share of 5%.
This dynamic makes multilingual capabilities essential. Some AI-powered tools, such as Infinityy, now support over 75 languages, allowing agents to communicate with buyers in real-time, regardless of their location.
“If a buyer is sitting on their couch at night looking at your listings, they can ask questions in their own language and get answers right away,” Sturrock said.
Combined with global data sharing initiatives, including partnerships that distribute listings to hundreds of thousands of agents around the world, this technology can help extend agents’ reach far beyond their local markets.
A new technology but an enduring standard
While AI is accelerating workflows and improving engagement, Sturrock said it will not replace agents. Rather, it is pushing them into a more data-driven and advisory role.
For example, tools like Realtor Property Resource (RPR) now use AI to generate market reports that can also help agents prepare for municipal meetings and development discussions. “Agents become experts,” she said.
As AI adoption increases, MLSs are emerging as key points of control within the ecosystem, not just as technology developers, but as technology stewards. While the tools themselves continue to evolve, one thing remains the same. That means the responsibility still lies with the agent. “Technology changes,” Sturrock said. “But it doesn’t have to be accurate, ethical, or compliant.”
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