Artificial Intelligence is increasingly reshaping the real estate sector in India, with developers leveraging advanced digital strategies tailored for AI-first search environments. Industry leaders are prioritizing structured, AI-ready content to enhance both discoverability and customer experience, responding to a significant shift in consumer behavior towards more interactive home search processes.
Today’s consumers are less inclined to sift through information and instead expect direct answers to detailed inquiries. As one industry leader noted, “Consumers today search less and expect more. They ask AI detailed questions and get direct answers.” This evolving dynamic is prompting companies to focus on improving the quality of information available, leading to more accurate and relevant responses from AI search systems.
Sarthak Seth, Senior VP and Chief Sales and Marketing Officer at Tata Realty & Infrastructure Ltd, emphasized the importance of structured and verified content, stating, “Without structured and verified content, we will lose visibility.” His firm is currently creating AI-ready content that encompasses all necessary project information, including pricing, amenities, and location details, ensuring that this content is easily discoverable across platforms like Google’s AI Overview and emerging generative search environments.
In terms of marketing expenditures, TRIL allocates approximately 1.5% to 2% of its annual revenue to marketing initiatives. The company is now integrating AI into social listening and campaign management tools to decode customer sentiment more effectively, enabling quicker responses and an enhanced user experience.
Mahindra Lifespaces Developers is also recognizing the transformative impact of AI on its digital marketing efforts. Ankur Parmar, the company’s Chief Marketing Officer, remarked that the shift towards AI interaction among customers signifies a behavioral change, stating, “Customers are talking to AI to gather information.” The developer is ramping up its SEO (Search Engine Optimization), AEO (AI Engine Optimization), and GEO (Generative Engine Optimization) strategies to adapt its digital assets for seamless interaction with search and AI models.
Despite the excitement surrounding AI-driven discovery, experts caution that its impact remains in the early stages. Sunil Mishra, Chief AI and Strategy Officer at Anarock Group, pointed out that AI Overviews currently account for just 0.14% of real estate queries, marking the lowest adoption rate among various industries. “Property search needs transaction-led depth. Summaries don’t close deals,” he asserted. He further noted that traditional methods, such as structured data and local SEO, continue to generate substantial leads, with over 80% coming from Google alone.
A growing number of real estate agents are adopting AI and augmented reality (AR) technologies as marketing tools to provide immersive previews of projects. Muskan Sarin, Chief Business Officer at TARC Ltd, explained that AR experiences enable buyers to evaluate properties remotely, “reducing dependence on physical visits while strengthening the sales journey.” TRIL recently employed AR for its Varnam project, allowing customers to explore amenities, unit layouts, and common spaces virtually.
Bengaluru-based House of Hiranandani has taken AI innovation a step further by creating AI-driven videos that showcase upcoming infrastructure and future connectivity around its developments. Prashin Jhobalia, CMO of the company, highlighted the benefits of AI-led GEO targeting, stating, “Using AI-led GEO targeting, we have also developed dynamic content that highlights connectivity from our projects, allowing customers to clearly visualize accessibility, convenience, and lifestyle advantages.”
As Millennials and Gen Z are projected to comprise 60% of future homebuyers, the real estate industry is witnessing a shift towards digital-first interactions. Mishra noted that AI deployment strategies, including chatbots and predictive lead models, are becoming increasingly instrumental in driving sales, contributing to 40% to 60% of bookings for leading projects. “Marketing now prioritizes instant personalization, virtual engagement, and AI-powered recommendations over conventional advertising,” he stated.
Executives across the sector believe that AI will play a crucial role throughout the real estate value chain—from presales and marketing to customer engagement and final product delivery. Jhobalia remarked, “Emerging technologies enable us to engage buyers globally and locally, deliver richer experiences, and enhance our strategies, with measurable, future-ready impact.”
First Published on Nov 28, 2025 8:49 AM
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