How to combine human creativity with AI for more authentic ads
Artificial Intelligence (AI) has ceased to be a distant promise and has become a present-day solution in real estate marketing. From the automatic generation of text to advanced audience segmentation, AI has brought efficiency, scale and speed.
However, when we talk about truly authentic ads, technology alone is not enough. It is in the combination of human creativity and AI that real value is created.
In the real estate sector, where the purchase decision is highly emotional, authenticity remains a determining factor. People do not just buy square metres: they buy lifestyles, stories and aspirations.
The role of AI in real estate ads
Artificial Intelligence is particularly powerful when applied to operational and analytical tasks. It can, for example:
- Create descriptions based on the property’s feature
- Generate multiple ad variations for A/B testing
- Adjust messages according to the user profile
- Analyse performance data and optimise campaigns
On property portals such as SUPERCASA, where thousands of ads compete daily for user attention, AI helps ensure consistency, speed of publication and better technical alignment of content with search criteria. However, many ads generated exclusively by Artificial Intelligence tend to be generic, repetitive and hardly memorable.
Where does human creativity come in?
Human creativity is the element that transforms a “correct” ad into an impactful one. Only the human eye can:
- Interpret the context of the neighbourhood and community
- Convey emotions such as comfort, security or pride
- Create narratives that allow the user to imagine themselves living in that space
- Adjust the tone of voice to the brand or consultant’s identity
For example, while AI may describe a flat as “three-bedroom with good sun exposure”, the human touch can add: “A space where natural light accompanies breakfast and turns the end of the day into a moment of pause.”
Combined intelligence and creativity: the best of both worlds
The key concept is that of combined intelligence: using Artificial Intelligence as an ally of human creativity, not as a substitute.
An effective workflow can follow these steps:
1. A well-defined human briefing
Ad objective, target audience, property differentiator and local context.
2. AI for initial generation
Base texts, alternative headlines, long and short descriptions.
3. Human editing and enrichment
Language adjustments, inclusion of storytelling, data validation and humanisation of the message. This method makes it possible to gain efficiency without losing authenticity.
More authentic ads generate better results
On a property portal such as SUPERCASA, where users quickly compare multiple options, more human ads stand out. Well-chosen photographs, engaging descriptions and clear messages increase viewing time, contact with advertisers and trust in the brand.
The future of real estate marketing
The future belongs neither solely to technology nor solely to creativity, but to the ability to integrate both strategically. Brands and professionals who know how to use AI to enhance human creativity will be better prepared to communicate in a relevant, ethical and effective way. In an increasingly competitive market, authentic ads are not a luxury; they are a necessity.
