Are house builders really keeping pace with the latest advances in PropTech?

AI naturally has allure, promising speed, precision and automation across the property lifecycle, and, when used wisely, it can unlock valuable insights that help housebuilders and marketers make smarter decisions. “Our work with housebuilders is grounded in delivering creative technology that shouldn’t replace human beings but amplify and accelerate our capabilities, which then make a measurable difference.

“At COMO, we caution against letting the AI hype overshadow the fundamentals. The risks of leaning too heavily on AI are real: opaque ‘black box’ decision making, algorithmic bias and investments in tools that over-promise and underdeliver.

The winners in this space will be those who balance innovation with pragmatism, using AI to generate insights while integrating it with the proven digital systems that already deliver results. “Those who chase shiny objects without strategy will struggle. Those who take a measured approach, integrating AI with tried-and-tested PropTech tools, will not only keep pace but lead.

At COMO, we believe the future is about smarter processes, smarter marketing, and smarter ways of connecting people with places. And, in that future, housebuilders who get the balance right will build more than homes; they’ll build resilience, trust, and long-term value.”

Read the article in Showhouse