This efficiency, says Poleg, are crucial for scale, but that also applies to the preservation of culture.
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Velt: Some critics claim that real estate is a relationship company and that customers do not want to communicate with AI. What do you say to those opponents?
Poleg: Oh, 100%, this is a relationship company. But at the same time we have to understand that AI is probably larger than we all expect. AI will change industry and eliminate many jobs.
He emphasized that this is not about whether Real chooses to use AI – it is about the greater threat that the industry is confronted with disruptors. If real estate brokers do not adapt, Poleg warned, someone else will do that.
Poleg: Unless we invest in AI to offer the tools to our agents to offer their customers a better service, someone else from outside will use AI and probably all eliminate all of us.
Although Poleg agreed that relationships will remain the core of the company, he argued that the support structures behind those relationships should evolve. Real carried out an internal audit of the experience of the buyer agent and identified hundreds of different tasks that agents perform.
Poleg: For example, we have devised a list of 200 or 250 tasks that agents perform for buyers. And we realized that around 90% of them can be automated or replaced by – or improved by – AI.
He emphasized that consumers now expect agents to be available around the clock and deliver fast, data -rich answers. Ai, he said, is the only tool that can make that kind of support scalable.
Poleg: An individual can be improved with the help of AI in a way that is not scalable, only based on the human component. So if someone is a second breakthrough what we are trying to do, we will probably let the future decide.
