AI & THE LUXURY PROPERTY FRONTIER How AI is transforming all aspects of the luxury property industry: the benefits, the challenges and the future

0 1 10KEY FINDINGS THE LUXURY PROPERTY FORUM

1. Enhancing efficiency Across the luxury property sector, AI is streamlining processes such as reporting, client qualification and marketing, while also acting as a creative tool in design and storytelling. It saves time and costs, enabling professionals to focus on higher-value tasks. 2. Reshaping decision making From predicting buyer preferences and enabling immersive virtual walkthroughs to supporting sustainable design choices and personalised home automation, AI is shifting expectations. Its role is not to replace expertise, but to unlock insights that drive both profitability and client satisfaction. 3. There are cultural barriers The luxury property industry is founded in tradition and relationships, so there is naturally some reluctance to do things differently, particularly as some clients are nervous of AI in case it should compromise the personalised service they value. 4. A lack of structured data The working practices of many areas of the luxury property industry are naturally fragmented with a complex web of services working together. AI relies on structured data to work well, so it can, currently, struggle to offer accurate and helpful insights in some areas. 5. Human insight is still needed AI has the potential to enhance personalisation and efficiency, but successful adoption requires trust, governance, education and careful human oversight.

6. Creating personalised experiences In sales, marketing and client engagement, AI has the insight to shift the industry from static campaigns to personalised, real-time experiences. The result: tailored buyer interactions that strengthen emotional connections and long-term loyalty. 7. Craftsmanship sits beyond AI’s reach The selection of materials, refinement of proportions and physical making of bespoke elements all rely on sensory judgement and human skill. AI can streamline and support this but not replace craftsmanship and emotional intelligence. 8. Relationships are still important Person-to-person connection remains the defining value in luxury real estate and personal service will continue to sit firmly in human hands, with AI acting only as a supportive tool rather than a substitute. 9. Future-proofing requires balance Companies must embrace AI as a partner, while also preserving personal expertise. The emphasis is on upskilling teams, integrating AI responsibly and embedding it thoughtfully into workflows without eroding the human element. 10. Integrity will define success As AI tools make it easier to generate luxury-style products and services quickly, the true differentiator for companies will be authenticity and the emotional value they deliver. Luxury firms that combine cutting- edge AI adoption with timeless values will remain relevant and thrive.

04 INTRODUCTION In this thought leadership piece, our panel of experts from the luxury property field and beyond will explore some of the most exciting and practical ways AI is already changing the game in our industry. Our design and architecture professionals will reveal how AI is enhancing design and architecture, making spaces smarter, more sustainable and deeply personalised. For ultra-high net worth tastes, we'll also examine how it's streamlining development, planning and construction from intelligent site selection to risk modelling, to figuring out who's going to do what at what stage. From the world of sales and marketing, we'll look at how AI can drive greater precision and creativity from hyper- targeted content to immersive digital experiences that engage with high-net-worth buyers wherever they are in the world. And we'll also explore the rise of smart-home technology and how AI is making it more sophisticated than ever before. How it's powering seamless living through intuitive automation, creating bespoke environments that anticipate the need for more discerning clients. And of course, we will explore the human element, how we as leaders, designers, developers and advisors stay at the centre of an evolving landscape. Because in a world of automation and algorithms, human judgment, emotional intelligence and personal relationships remain irreplaceable. So, please join the Luxury Property Forum and our experts as we take an in-depth look at the challenges, plus points and learnings of AI, as we consider its impact on the luxury property industry both now and in the future. The experts sharing their views on AI in the luxury property industry are: Dean Adkins, Owner & Managing Director, Selway Joyce Grant Bowen, CEO & Founder, Peak Projects Mark Bower, Executive Creative Director, Woven Agency Billy Casey, Operations Manager, Angel O'Donnell Johnny Cox, Founder, CEO and CCO, LightField London Robert Cox, Design Director, ADAM Architecture John Fitzpatrick, Technical Services Director, Cornflake Hoss Gifford, Chief Technology Officer, Property Platform Jay Hodges, Construction Director, Remian Group Steve Moore, Founder, SMC Smart Homes Jenny Naylor, Director, Graf London Andrew Paulson, Partner, LA London Claire Reynolds, UK Head of Sales, Strutt & Parker Sanjay Sharma, Managing Director, Interiors with Art Richard Stevens, CEO, Sectorlight Miruna Stroe, Architect & Quality Manager, LA London Peter Swain, CEO, Peter Swain Inc Alec Watt, Founder & CEO, Accouter Group of Companies Charlie Willis, CEO, The London Broker All CGIs have been provided by The Boundary THE LUXURY PROPERTY FORUM

0 5 A message from Priya Rawal, Founder of The Luxury Property Forum At The Luxury Property Forum, our purpose is to shape the future of the sector by bringing the best minds together. AI now sits at the heart of that future. Not at the edges. Not as a buzzword. As a working advantage for leaders who choose to use it well. I have spent the past year working with our members to move from talk to practice. We are using AI to accelerate design exploration, sharpen development decisions, qualify clients with more precision and elevate aftercare and smart living. In the right hands, AI removes friction so experts can spend more time on judgement, craft and client relationships. That is where luxury is created. The pace is quickening. AI agents are the next step. These are intelligent systems that can plan tasks, take actions and collaborate with teams across tools and data. Imagine a 24- hour concierge for a residence that anticipates preferences and coordinates services. A project agent that tracks risk, programme and cost in real time and highlights issues before they surface. A client agent that learns tastes and curates properties and experiences across borders. This is already beginning to land. Progress should be guided with care. Our community is setting clear standards on privacy, IP, data minimisation and human oversight. We build with structured data. We keep humans in the loop. We measure outcomes. This is how we protect trust while gaining the benefits. Adoption does not mean abandoning what makes this industry special. The aim is to use technology to deepen the qualities that define true luxury. Craftsmanship. Discretion. Cultural fluency. Long-term relationships. This report shares what is working now, what will matter next and how to adopt AI responsibly. I hope it encourages you to explore one small step in your own practice. Pilot a workflow. Spend time learning with your team. Put simple governance in place. If we approach this thoughtfully, we can deliver more meaningful experiences while keeping people and relationships at the centre. The Luxury Property Forum will continue to support you on that journey. THE LUXURY PROPERTY FORUM

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07 An AI First Future, Led by Human Judgement Before we hear from our panel of experts, AI strategist and advocate Peter Swain, CEO of Peter Swain Inc, has this message to share. There is no doubt we are walking into an AI-first future. This isnʼt optional. The firms that embrace it early will reap the rewards, while those who hesitate risk being overtaken. In luxury property, the edge will go to companies that treat AI not as a gimmick or a threat, but as a collaborator, a second expert in the room. AI brings new intelligence to decisions that humans alone could never process, while people bring the judgement, cultural fluency and craftsmanship that define true luxury. But adoption without discipline is dangerous. The winners will be those who hard-wire trust, governance and structured data into their AI strategies. Privacy, IP protection and clear oversight arenʼt side notes; they are the foundations of credibility in a sector built on discretion. Future-proofing requires more than buying tools. It means upskilling teams, piloting AI in measurable ways and creating cultural norms that embed responsibility into every workflow. Done well, this isnʼt about replacing the personal service luxury buyers demand, itʼs about scaling it. AI removes friction so professionals can focus on the moments that matter most. Used thoughtfully, it wonʼt dilute the soul of luxury, it will protect it, while taking it further than ever before. THE LUXURY PROPERTY FORUM

08 In this report, we asked our experts five key questions: 1. Where is AI currently making the biggest impact in luxury property? (page 09) 2. What are the main barriers stopping our industry from embracing AI? (page 12) 3. Which parts of the luxury property sector will AI transform the most?(page 15) 4. Are there are any areas of the sector you believe AI wonʼt impact? (page 18) 5. How do we future-proof our industry in an AI-driven world? (page 21) THE LUXURY PROPERTY FORUM

09 Where is AI currently making the biggest impact in luxury property? If you talk to professional people across the luxury property industry about the impact of AI, the phrases ʻtime savingʼ, ʻstreamlining processesʼ and ʻearly insightsʼ come up again and again. The fact is, AI has embedded itself in so much of our day-to-day work because results have quickly shown that it doesnʼt make sense not to use it. Whether itʼs for generating ideas, aiding personalisation or driving greater precision in our work, AI has become an essential tool. Its adoption has been swift, but also considered, always used alongside expert knowledge and instincts to ensure weʼre offering our end-users the very best products and services. “AI has already changed how we work operationally,” says Billy Casey, Operations Manager, Angel O'Donnell. “We used it to automate reporting, generate documents from structured data, and glean insights from live projects and financial information. Because the most important point is that AI frees up time for our team to do what they do best, craft beautiful interiors and deliver exceptional customer care for our clients, both private and developer.” Where AI is used in our expertsʼ design processes, it is largely as a jumping-off point, as Richard Stevens, CEO at Sectorlight explains. “At the creative ideation phase AI can produce visuals quickly and, if you spend time on prompting, can throw up some unexpected and unique ideas and combinations we wouldnʼt necessarily have arrived at. Itʼs inspiringly useful for storyboarding and testing quickly, as well as generating professional voiceovers. Plus, time- and cost-heavy processes like photoshoots and CGI rendering can be prepared for with much greater specificity. “However, weʼre careful not to give AI too much responsibility,” Richard cautions. “It has sped up a lot of workflows, but most software can still be hit or miss, so it needs studio guidelines and oversight checks. Having said that, we currently use traditional methods for the finished article, but as the technology improves itʼll be able to move beyond the cost-saving prototype stage.” THE LUXURY PROPERTY FORUM

10 Andrew Paulson, Partner, LA London, agrees with Richard. “For us, AI is having the greatest impact in the earliest stages of design, when the brief is still fluid and options need to be tested quickly, without losing clarity or creativity. Visualisation is another area where AI is changing expectations. Many of our clients are based abroad, and the ability to generate tailored style studies or immersive previews, with a quick turnaround, makes the process more collaborative and intuitive. “Sustainability is also a frontier weʼre beginning to explore, using AI to support early environmental analysis and material choices,” Andrew continues. Itʼs not yet core to our workflow, but we see real potential. At LA London, AI isnʼt a shortcut, itʼs a design companion. It sharpens our judgement, improves communication and supports a more personalised experience. Luxury, after all, is seamless and often invisible and AI fits that ethos perfectly.” Adding to Andrewʼs point about a quick turnaround, Claire Reynolds, UK Head of Sales, Strutt & Parker maintains, “In the ultra-prime real estate market, AI is proving most valuable where it can deliver speed, efficiency and insight without sacrificing the high-touch service that clients expect. AI can be used to instantly identify a registrantʼs likely wealth profile, professional background and buying potential. This enables the team to deliver exceptional service to all clients while ensuring those with highly time- sensitive, high-value requirements are attended to at the very highest level from the outset. This AI-driven categorisation not only speeds up response times but also ensures the agent with the right expertise and connections is deployed. AIʼs role is to make this process seamless, enabling agents to focus their time on client relationships and tailored service delivery rather than manual qualification work.” “Right now, AI is changing how high-end property is marketed and sold,” says Mark Bower, Executive Creative Director at Woven Agency, “Weʼre seeing tools that help brands identify potential buyers more accurately, personalise outreach and create content that speaks directly to individual interests. Some of the most interesting developments are in visual storytelling. For example, Valmont Group used AI-enhanced CGI to stage a Regentʼs Park property with a bold, art-themed concept. It sold for 16% above asking, and the buyers said they only booked a viewing after seeing the digitally styled images. “There are also tools being used behind the scenes,” Mark continues. “Developers are using generative design software to test layout and lighting options before the first brick is laid. Agents are using chatbots and predictive CRMs to streamline the sales journey. These changes are already live, and theyʼre only going to accelerate.” Dean Adkins, Owner & Managing Director, Selway Joyce agrees with his fellow experts that AI is having the most immediate impact in design, as well as client engagement and marketing. “AI is enabling hyper-personalised property presentations, immersive virtual walkthroughs and predictive insights into buyer preferences,” he says. “As an example, quite recently I joined a very well-known architect in a pitch for a large project. We lost as a competitor used an AI-generated presentation to showcase their ideas for the project in an immersive way that completely stole the show. “In addition, in prime construction AI is beginning to support predictive cost modelling, scheduling and risk management. For firms like ours, this offers the potential to de-risk complex builds while delivering more value for clients, as we are embracing technology and change,” Dean continues, though also cautions. “However, for less forward-thinking firms, this will be the death of them.” THE LUXURY PROPERTY FORUM

11 One of the most exciting areas where AI is beginning to shape the luxury property sector is in home automation for ultra- high-net-worth residences, as John Fitzpatrick, Technical Services Director at Cornflake explains. “While smart-homes have been capable of pre-set actions for years, such as lights turning on when you enter a room or temperatures adjusting at certain times, these have largely relied on manual programming. AI offers the potential for a more dynamic approach, where the system learns and responds to the homeownerʼs unique habits.” So, itʼs clear that AI is no longer a future disruptor, it is already here, transforming the way decisions are made across the luxury property sector, as Peter Swain, CEO, Peter Swain Inc, maintains. “AIʼs greatest current impact lies in decision making, driven by its ability to process and analyse billions of data points simultaneously. Unlike humans, who can hold only around seven pieces of information at any one time, AI can identify patterns and anomalies hidden in vast datasets that would be impossible for a person to detect. For example, a London luxury Airbnb host increased nightly bookings by £28 simply by changing the lead image to a photo of an espresso machine, an outcome AI identified through data analysis. This type of seemingly minor adjustment, when applied at scale, has a measurable impact on profitability.”

12What are the main barriers stopping our industry from embracing AI? In the luxury property sector, so much of our work for ultra- high-net-worth clients is based on outcomes that are personalised and bespoke. As such, there is a perception that anything linked to AI will be generalised and lacking that individual touch. Adoption slows where three forces intersect: fragmented data, low leadership literacy and unresolved governance. In luxury, discretion and control are not optional. These cultural barriers seem to be the main issue for people across the industry, both those working within in it and those serviced by it. The question is, will positive results start to alter those ingrained opinions? Dean Adkins, Owner & Managing Director, Selway Joyce, highlights mindset as the biggest barrier. “The luxury sector is often rightly rooted in tradition, craft and legacy relationships. But that can breed caution and a reluctance to disrupt ʻwhatʼs always workedʼ. I would also point to the fact that AI needs clean, structured data to work well, and the construction industry still struggles with fragmented systems and inconsistent information. We all have those projects that change daily and require meeting after meeting to ensure chains of communication are maintained. AI would not be able to cope with that.” Agreeing with Dean, Jay Hodges, Construction Director, Remian Group, says, “The construction industry relies on a complex web of subcontractors, suppliers, consultants and clients. This fragmentation makes it difficult to implement integrated AI solutions that require consistent data and workflows across all parties. Plus, AI relies on high-quality, structured data. To deliver this there needs to be a consistency and defined structure across the industry to allow for the correct control of data. “Thereʼs also the issue of cybersecurity and data ownership,” Jay continues. “On high-value projects involving HNW clients or sensitive information, there are legitimate concerns around data privacy, IP protection and control of AI-driven systems hosted by third parties.” Grant Bowen, CEO & Founder, Peak Projects, adds, “The luxury sector runs on trust, taste, and reputation. Some of our clients have asked us not to use certain AI tools, and theyʼre right to be cautious. Most consumer AI platforms donʼt offer the transparency or data governance our industry requires. At Peak, weʼve addressed this by adopting enterprise-grade tools with verified security protocols and clear data practices. The real opportunity isnʼt just technical, itʼs about demonstrating that thoughtful, selective AI adoption enhances what our clients value most: bespoke service, complete discretion, and genuine innovation. The firms that will lead aren't those racing to adopt everything, but those setting the standard for how to do this right.” THE LUXURY PROPERTY FORUM

13 “Another barrier lies in quality control,” states Hoss Gifford, Chief Technology Officer at Property Platform. “While AI can automate repetitive tasks, it still makes errors, from misplacing design elements to generating five-legged dogs in visualisations! These glitches mean human oversight remains critical, increasing the need for rigorous quality assurance processes. Plus, at the high-end of the market, everything ʻmust just workʼ seamlessly and reliably, which means any AI integration must support rather than compromise the brokerʼs role and the clientʼs experience.” Returning to the emotional connection between brand, place and purchaser that luxury property thrives on, Jenny Naylor, Director of Graf London says, “Thereʼs a natural hesitation in handing any part of that over to automation. Many luxury brands and top-tier developers equate AI with depersonalisation when, in fact, its true value lies in deepening personalisation. Thereʼs also a knowledge and skills gap. In an industry traditionally driven by instinct and personal relationships, the leap to data-led thinking can feel uncomfortable. And, vitally, thereʼs a concern around the security of client data, where the privacy of ultra-high- net-worth clients is paramount. There needs to be education and better understanding of how data can be properly protected.” Echoing Jennyʼs point about the knowledge gap, Sanjay Sharma, Managing Director at Interiors with Art, comments on the industryʼs cautious approach to technology adoption. “This is particularly significant in terms of AI literacy at the leadership level. Even among those who are willing to try new tools, there is often a gap in deep understanding of what AI can and cannot do. Leaders must become fluent not just in using AI, but in assessing its outputs, questioning its reliability and identifying which core processes can be automated without compromising quality or client trust. Without this literacy, AI risks being underused or misapplied, limiting its potential impact. “There is also a barrier in cultural readiness and trust in AI- driven processes,” Sanjay adds. “Itʼs so important that we build environments where interior designers, architects, real estate agents and lawyers are comfortable collaborating with AI outputs. This is not blind adoption; it requires fostering a culture where AI results are interrogated, validated and refined by human expertise. Without this, there is a danger of both over-reliance on AI and resistance from professionals who fear it will erode their creative or advisory role.” Robert Cox, Design Director at ADAM Architecture, speaks to that fear, “I suppose the general feeling is that AI will take over the human and the personal or bespoke approach to design, which is particularly important in the world of luxury. I link AI quite closely to the industryʼs adoption of CAD and BIM software, which has had a significant impact on hand craftsmanship. Personally, and within ADAM Architecture, we still produce a lot of our work by hand and we see CAD and BIM as additive tools to increase efficiencies and cross-collaboration with the many other disciplines in the sector. Like any new technology, we shouldnʼt fear AI but embrace it and use it as a tool to enhance human creativity, while making sure that it does not replace it.” THE LUXURY PROPERTY FORUM

14 Finally, Steve Moore, Founder of SMC Smart Homes, says, “Currently weʼre seeing some great (and some not-so-great!) examples of pitch and planning documentation using incredible AI visualisations. This is fantastic because it rapidly bridges the ʻimagination gapʼ for many clients, particularly wealthy, time-poor clients living overseas or otherwise working at a distance. However, these sort of visualisations only really work when four things are in place: a complete, 3D vision of the property or landscape; a clear understanding of the client requirements; a comprehensive design vision to meet that brief; and sufficient expertise to provide the correct prompts to brief, instruct and re-steer the AI. Not everyone has all of that information or those capabilities. And I think there is still a combination of fear and stubbornness that prevents some from trying.”

15 Which parts of the luxury property sector will AI transform the most? Weʼve already looked at how AI is helping to speed up many of the operational elements of the luxury property industry, as well aid its creative processes with early concepts and ideas. But where will it have the most transformative power in the near future? The more AI learns, the better it can help with forecasting, project planning and producing targeted, relevant content, so long as the humans in charge of it are skilled and able to ask the right questions. Because itʼs clear that AI is at its most useful in the hands of people who know what do with it. The next wave is co-ordination, forecasting and service personalisation, with smart-home aftercare becoming a signature differentiator. “AI is likely to have the greatest impact in three key areas,” says Jay Hodges, Construction Director, Remian Group. “Firstly, it can dramatically improve how complex design data is coordinated, especially across M&E, AV and architectural packages, thereby reducing RFIs, errors and rework. Secondly, machine learning can enhance material and subcontractor price tracking, flag anomalies and model risks in real time, improving financial control. Lastly, AI-powered tools can analyse historical data to improve programme sequencing, identify likely delays before they occur and optimise logistics for constrained sites.” Alec Watt, Founder & CEO, Accouter Group of Companies, agrees with Jay that AI will bring a major shift in areas like procurement. “AI tools will help us generate schemes, manage budgets and source products more efficiently,” he says. “Plus the effect on sales and marketing is already huge, where AI can anticipate what buyers want and help tailor experiences accordingly. I would also point to the impact on smart living, particularly in property management, where AI can make homes more intuitive and sustainable.” On the topic of smart living, John Fitzpatrick, Technical Services Director at Cornflake, points to the advantages that are just around the corner, thanks to AI. “AI is beginning to enhance aftercare services, a critical differentiator in the luxury property market. AI-driven natural language processing could soon allow clients to speak naturally to a responsive, always-available system without realising they are interacting with a bot. THE LUXURY PROPERTY FORUM

16 This technology could gather accurate details, alert the right team members instantly, and even suggest immediate fixes before an engineer arrives. For clients accustomed to 24/7 responsiveness, this will be a seamless extension of the service they expect.” “AI will also redefine how luxury property data is captured, stored and leveraged,” John continues. With sophisticated, discreet sensors embedded in walls, ceilings and systems, AI can build a highly detailed operational profile of a home. This intelligence can be used to optimise energy efficiency, reduce waste and extend the lifespan of systems, aligning with growing demand for sustainability in luxury living. In this sense, AI will be as much about operational excellence as it is about comfort and convenience.” Mark Bower, Executive Creative Director, Woven Agency, highlights how AI will completely change how brands build relationships with clients. “Instead of guessing what someone wants, brands will learn in real time and respond in ways that actually matter to the individual. Weʼre shifting from campaigns to conversations. From static content to adaptive storytelling. Itʼs a significant opportunity for brands that value emotional connection and long-term loyalty. Accouter Group of Companies (AGC) “We have to recognise that high-quality content, video, TV ads, cinema-quality film, will be within the reach of everyone.” Mark continues. Luxury brands have relied heavily on these tools in the past, but the playing field is about to be levelled. We may not all be able to afford to hire a tier-one Hollywood actress and fly her to an exotic location to shoot a moody, evocative campaign. But we wonʼt have to. We are very close to a point where AI can generate cinema- quality film in fractions of a second for a few hundred dollars. Already, we see entirely virtual ʻinfluencersʼ fronting campaigns and generating millions of dollars in revenue, despite not existing. So the way that luxury brands differentiate themselves will have to change in this new world.” And the benefit of saving clientsʼ money is a real one, as Johnny Cox, Founder, CEO and CCO, LightField London states. “AI has literally changed the whole game on that for us, weʼre able to give our clients more for less, maximising their budgets as best we can. For example, we obviously still have to use traditional processes to make top-end imagery. But AI can be helpful in contextualising those images over time, for example to reflect seasons or celebrations throughout the year, to help developers keep the momentum going on the sales of their apartments or office space.” There is a side issue created with all this AI content, however, as Charlie Willis, CEO, The London Broker, explains. “The new development market is benefiting from the creation of AI-generated images, which use virtual staging to demonstrate the detailed interiors and exteriors of future projects. As a result, though, there is a push to create virtual assistants, replicating individual agents, to streamline the responses to the never-ending stream of communications from emails, websites, WhatsApp messages that are the result. Large marketing budgets in the new development sector will enable more investment into trialling new projects and challenging boundaries, providing real-time opportunity to prove new AI-driven advantages.” THE LUXURY PROPERTY FORUM

17 Claire Reynolds, UK Head of Sales, Strutt & Parker, says that it is AIʼs capacity to pull together market insights from vast global networks that is transformative. By consolidating information from hundreds of offices worldwide, AI can provide a holistic view of comparable sales, market trends and buyer demand in seconds. For clients with international property portfolios or cross-border interests, this integrated intelligence is invaluable, particularly when timing and accurate pricing are critical. “Plus, in marketing and business development, AI will increasingly be used to analyse buyer behaviour, optimise campaign targeting and forecast market shifts,” adds Claire. “These capabilities allow firms to not only react faster to opportunities but also to anticipate client needs before they arise, setting a new benchmark for proactive, personalised service.” Finally, Grant Bowen, CEO & Founder, Peak Projects, argues, “Owner representation and project management are poised for the deepest AI transformation. Why? Because they generate massive, structured data across phases: budgets, contracts, schedules and risks. At Peak, we have over a decade of project data across North America. That dataset is a goldmine. AI can help us predict cost deviations, optimise partner selection or flag scope risks long before they become visible. Our belief is that AI is most powerful when paired with people who know how to ask the right questions.”

18 Are there are any areas of the sector you believe AI won’t impact? AI gets smarter by the minute, but are there areas of the luxury property sector that it wonʼt touch? Within our current experience, itʼs difficult to imagine all our most human qualities and interactions being replaced by AI. Emotional response, design intuition and the trust that comes of long-standing working relationships are all inherently human. Not to mention the artisan skill of long- experienced craftspeople, no machine can truly replicate the feel and beauty of a hand-finished piece. Andrew Paulson, Partner at LA London, agrees. “Craftsmanship is an essential area that sits beyond AIʼs reach. The selection of materials, the refinement of proportions and the physical making of bespoke elements all rely on sensory judgement and human skill. In our work, itʼs often the smallest, most tactile choices that define the character of a project and those canʼt be generated. “AI also wonʼt understand atmosphere, or how a space should feel as much as how it should function,” Andrew adds. “It wonʼt reliably intuit how a client might emotionally respond to a detail, or how a home should adapt as their life evolves. These are the kinds of decisions that come from experience, dialogue and a deep understanding of people, not data.” While AI will be pervasive, Sanjay Sharma, Managing Director, Interiors with Art is clear that human-centred craftsmanship will remain beyond its full reach. “Whether it is the feel of a material, the way light moves through a room, or the intuitive adjustments a master craftsperson makes on site, these elements rely on lived experience and human artistry. Where AI will be useful, however, is in augmenting craftsmanship. By automating repetitive tasks, such as drafting technical documentation or optimising material usage, it frees artisans to focus on creativity and detail. THE LUXURY PROPERTY FORUM

19 Advanced analytics can help craftspeople choose materials with greater sustainability, predict wear and tear, and refine their methods for efficiency. “AI also has the potential to preserve and elevate traditional crafts, rather than erode them,” says Sanjay. “Real-time translation and remote collaboration tools could connect artisans globally, enabling a weaver in Japan to exchange techniques with a furniture maker in Italy. AI could also act as an archive, recording processes and methods to ensure they are not lost to future generations.” While Peter Swain, CEO of Peter Swain Inc, sees virtually no part of the luxury property value chain will be untouched by AI, “High-value client relationships, trust- building, and the emotional aspects of service cannot be automated. The role of AI here is to free up professionals from repetitive administrative work so they can devote more energy to client engagement. Far from replacing human connection, AI can strengthen it by giving agents more time to focus on the nuanced, high-touch interactions that define luxury service. It also empowers professionals to come to those conversations better prepared, armed with richer, faster data insights.” Emotional intelligence as an inherently human trait is something that Hoss Gifford, Chief Technology Officer, Property Platform highlights. “At the high end of the market, relationships, trust and personal service define success, and these cannot be replicated by a chatbot or algorithm. Interpreting a clientʼs unspoken needs and the instinct for timing and tone in a sales conversation require human judgement. As do the high degree of discretion, subtlety and cultural sensitivity that many clients in this space expect. For this reason, while AI will become a silent partner in enhancing service delivery, the luxury property sectorʼs signature human touch will remain firmly in the hands of skilled professionals.” Jenny Naylor, Director, Graf London, agrees with Hoss. “I donʼt believe AI can fully replace cultural fluency and emotional intelligence, especially in the world of ultra- luxury residences. Selecting the right brand for the right development, aligning it with local identity and crafting a long-term brand-resident relationship is a delicate dance. These are strategic, human-led decisions rooted in intuition, empathy and deep market knowledge. In short, AI can help inform the strategy, but the final call still requires human judgement, or else I, for one, am out of a job!” Richard Stevens, CEO, Sectorlight, reassures that, “The automation paradox states that with this paradigm shift, human involvement becomes more critical, not less: ʻThe more efficient the automated system, the more crucial the human contribution of the operatorsʼ. Being able to extract useful content from the AI slop, to sort the wheat from the chaff, becomes integral to the machine. AI requires skilled and knowledgeable operators that know when and when not to use it.” THE LUXURY PROPERTY FORUM

20 Making an important point, Robert Cox, Design Director, ADAM Architecture, says, “We must not forget that as luxury designers we have several responsibilities beyond design. We are responsible for public health and safety, amongst other things, such as licences, insurances and protection. We also interpret our client's brief and work with builders to transform these ideas into reality. I am not sure that using AI for this is a good idea and would question whether society would allow this to be delegated to algorithms.” “When it comes down to it, the visualisations and back-office benefits of AI really donʼt change the key components of our world in prime property and construction: design and technical expertise, vision, communication skills and the ability to deliver on a promise,” states Steve Moore, Founder, SMC Smart Homes. “Reputation and relationships still count, maybe more than ever. I like to talk about the ʻmouth to trouser ratioʼ, lots of businesses say they can do something, but they canʼt. Those companies that make a difference to clientsʼ lives will continue to do so. It helps to think of AI as Augmented Intelligence, if you donʼt know what youʼre doing in the first place, AI ainʼt gonna save you. Steve adds, “A lot has been written about how AI isnʼt (so far, at least) disrupting the world by creating new industries, it is mostly, perhaps, adding value by streamlining existing ways of doing things. So, if you take design, technical or aesthetic, for instance, the creative side will be less impacted than the production side.” Summing up this topic, Charlie Willis, CEO, The London Broker, says, “With more and more AI integration, I believe that one-to-one meetings with clients will become the only area that wonʼt be impacted, where discussions and strategies and potential outcomes can be discussed face to face. Human interaction will remain the one sacrosanct believable truth, until the robots take over!”

21 How do we future-proof our industry in an AI- driven world? And so, to the future. AIʼs development is moving so fast that it feels difficult to predict, on some levels, where it will go next. However, the question of how the luxury property industry should future-proof itself in the face of this advancement is, obviously, extremely pertinent. Resilience will rely on being proactive, understanding its capabilities and which parts of our processes we want to preserve as ʻhumanʼ. Simply burying our heads in the sand is not an option. Not that our industry is doing that by any means, to a person, our experts are full of ideas and suggestions of how to move forward and thrive in this AI-driven world. “We need to keep learning,” states Alec Watt, Founder & CEO, Accouter Group of Companies. “The companies that will thrive are the ones that embrace AI as a partner, not a threat. That means training teams, staying curious and using technology to enhance, not replace, the personal touch. Itʼs also about using AI responsibly, especially when it comes to privacy and ethics. In luxury, reputation is everything, so any tech we adopt needs to reflect that level of care and integrity.” The key to that integrity is striking the right balance between embracing innovation and preserving the craft, relationships and judgement that defines our industry, says Jay Hodges, Construction Director, Remian Group Construction. “This means investing in people, not just platforms. AI will never replace the value of experienced construction professionals, but it will change the tools they use. Futureproofing means upskilling teams to work confidently with AI-enabled systems, not just relying on external consultants or software vendors. This includes site managers understanding AI-generated programmes, QS teams engaging with predictive cost models, and project directors making decisions with AI insights in hand. “In addition, AI is only as good as the data it receives,” Jay continues. “For contractors, this means building better systems for capturing project data, from site progress to procurement, design changes to defect management, in consistent, structured formats. That way, weʼre not just using AI reactively, but generating insights that improve future projects.” THE LUXURY PROPERTY FORUM

22 Billy Casey, Operations Manager at Angel O'Donnell, agrees with Jay, “We need to skill up internally. Not just in the tools, but in how to think in systems. AI works best when itʼs embedded into our workflows with intention. That means designing the right processes, picking the right tech partners and making space for experimentation. The goal isnʼt to remove the human element, itʼs to strengthen it by removing friction everywhere else.” Dean Adkins, Owner & Managing Director at Selway Joyce, echoes the need for upskilling talent within the company, but also talks about client education. “Helping clients understand the value of AI, not just the novelty, is critical. Whether itʼs faster delivery, cost certainty or enhanced sustainability, the message must be client centric. In essence, successful AI adoption is about collaboration not replacement. We future-proof not by replacing people with AI, but by empowering people through AI. The best firms will be those that combine cutting-edge tools with timeless experience. Here at SJL we have a digital transformation focus, as we look to adopt AI to add more value to our clients and their projects.” THE LUXURY PROPERTY FORUM

23 “Future-proofing luxury property design in an AI-driven landscape requires a mindset that embraces experimentation while maintaining rigorous quality control,” maintains Miruna Stroe, Architect & Quality Manager, LA London. “We combine curiosity with discipline –regularly testing emerging AI tools, but always within a framework of human oversight and data integrity. This ensures that when AI is integrated into live projects, it is both reliable and aligned with the studioʼs quality standards. “Equally important is ensuring that AI augments, rather than dilutes, the personal service and creativity that define luxury design,” Miruna adds. “By embedding AI within an established design process, starting from in- house surveys, verified 3D models and client-specific requirements, the technology becomes a powerful accelerator without compromising authenticity. As more advanced capabilities, like real-time sustainability assessment, become available, practices that have already built this integration discipline will be positioned to adopt them seamlessly.” Accouter Group of Companies (AGC) When it comes to AI software, keeping up is a full-time job in itself, as Johnny Cox, Founder, CEO and CCO at LightField London, points out. “Literally, it's week to week, month to month, a piece of software can be working in a particular way and then a month later itʼs superseded by another model thatʼs making even better video output. So then you need to train to use the new packages, as each has a slightly different way of working, and our staff have to keep on top of that. But, at the same time, the capabilities and abilities AI gives us are creating an unbelievable moment in time for our business and Iʼm hugely positive about this.” Building on Johnnyʼs point, Richard Stevens, CEO of Sectorlight, says, “Itʼs worth remembering that AI isnʼt a monolithic entity, it is really a collection of specialised algorithms and models designed for specific tasks. By controlling their datasets and fine tuning their architecture and parameters, individuals and companies can gain access to unique informative insights and IP control. Graphic designers have already began coding their own AI tools, for example, while exactly.ai ʻempowers creators to train ai models using their own artwork, retain their copyright and earn revenue for their workʼ. “Agile teams with the curiosity to keep probing and testing AIʼs outer reaches, but also with the knowledge and expertise to see where itʼs lacking, will thrive,” Richard continues. “By understanding its limitations and making use of its strengths, creative humans and AI co- pilots will form powerful partnerships.” AI specialist Peter Swain, CEO of Peter Swain Inc, says, “Weʼre in a ʻNetflix-or-Blockbusterʼ moment, where the choice is stark: embrace AI now or risk being overtaken by competitors who do. While fear is natural with technology, the greater danger lies in waiting. How to future-proof, though, depends on where you stand as a company. Anyone new to it, should spend 20 minutes a day experimenting with tools like ChatGPT to build familiarity and discover practical applications. THE LUXURY PROPERTY FORUM

24 “However, for companies ready to implement, I would recommend starting with a defined, measurable project, such as customer service,” Peter adds. “A great example is Klarnaʼs adoption of AI customer support, which reduced response times from 12 minutes to two and has increased customer satisfaction by 40%. Knowledge alongside execution is power, so the companies that act now, test and learn will be the ones leading the industry in the AI-driven era.” Finally, Mark Bower, Executive Creative Director, Woven Agency, comes back to the fact that as technology becomes more powerful, the value of truth and integrity grows with it. “In some ways, luxury may shift,” he says “It may become less about products and more about experiences, or even emotional states. The new frontiers will be shaped by the brands that understand what people really value. We must increasingly focus on meaning. In a world where anyone can create a high-end brand in a few hours with AI-generated visuals and copy, the real question becomes: what do you stand for? Mark concludes, “What is your story? What do you believe in? How do you connect with real people in ways that feel honest and lasting? What are your customers really buying? Luxury brands will have to understand the answers to these questions better than they ever have to remain relevant. So, in short, the answer lies in doubling down on the very things that always made luxury brands what they are, stories and powerful proxies for desirable human emotional states.” THE LUXURY PROPERTY FORUM

25 CONCLUSION Artificial intelligence is already part of our world in luxury property. It helps with efficiency and insight. It also gives teams more time for what matters most; craft, creativity and genuine human connection. From early design ideas and immersive walkthroughs to thoughtful client qualification and tailored marketing, AI can support better work and kinder client experiences. Progress should be careful and collaborative. Our industry is built on trust, artistry and long-term relationships. Responsible adoption means clearer governance, stronger data foundations and shared learning across our community. These are the habits that keep clients safe and keep standards high. Used responsibly and well, AI can deepen personal service rather than dilute it. It can improve decisions, encourage real-time engagement and support smarter, more sustainable living. What it cannot replace is the sensory judgement, cultural fluency and empathy that define true luxury. The path ahead is one we take together. The future will be defined by balance. The firms that thrive will pair thoughtful AI adoption with the human qualities clients value most: empathy, cultural fluency, discretion and authenticity. Done well, AI will strengthen the essence of luxury property. It will help us deliver more meaningful experiences while protecting the artistry and trust at the heart of our industry. Our aim is a better future for luxury property. One shaped by knowledge, collaboration and care. Notes to the Editors This Thought Leadership Article was conducted by The Luxury Property Forum, the official forum for the luxury property sector. Here is a full list of the interviewees who were interviewed for this Article (not in any order) Dean Adkins, Owner & Managing Director, Selway Joyce Grant Bowen, CEO & Founder, Peak Projects Mark Bower, Executive Creative Director, Woven Agency Billy Casey, Operations Manager, Angel O'Donnell Johnny Cox, Founder, CEO and CCO, LightField London Robert Cox, Design Director, ADAM Architecture John Fitzpatrick, Technical Services Director, Cornflake Hoss Gifford, Chief Technology Officer, Property Platform Jay Hodges, Construction Director, Remian Group Steve Moore, Founder, SMC Smart Homes Jenny Naylor, Director, Graf London Andrew Paulson, Partner, LA London Claire Reynolds, UK Head of Sales, Strutt & Parker Sanjay Sharma, Managing Director, Interiors with Art Richard Stevens, CEO, Sectorlight Miruna Stroe, Architect & Quality Manager, LA London Peter Swain, CEO, Peter Swain Inc Alec Watt, Founder & CEO, Accouter Group of Companies Charlie Willis, CEO, The London Broker All CGIs have been provided by The Boundary THE LUXURY PROPERTY FORUM

The Luxury Property Forum The Luxury Property Forum is the official forum for the luxury property industry, bringing together highly experienced and devoted members handpicked from every discipline. We facilitate the advancement and continuous growth of the luxury property industry, through developing strong business collaborations and cultivating growth opportunities as well as sharing knowledge, experience and contacts. We are more than just a network, but are a forum for the future. Visit: www.theluxurypropertyforum.com If you would like to speak to any of the interviewees above or to The Luxury Property Forum please contact Priya Rawal, Founder and CEO, at priya@ theluxurypropertyforum.com or +44 (0)7719 970747.