发表机构
University of Bayreuth; Fraunhofer FIT（拜罗伊特大学; 弗劳恩霍夫应用信息技术研究所）
机构由 AI 辅助整理，请以论文原文为准。AI 中文总结
本研究通过德国十一场半结构化访谈，发现生成式AI在房地产营销中主要用于营销传播，以人在回路模式辅助起草，约束来自集成、数据与合规，并绘制了用例地图。
AI 中文摘要
生成式人工智能（GenAI）正在改变工作的组织与执行方式。房地产营销是其中的典型范例，然而关于GenAI在房地产经纪人日常实践中应用的证据仍然稀缺。在本研究中，我们报告了基于德国的一项实证研究结果，该研究包含十一次半结构化访谈。GenAI已被应用于多种活动，其中营销传播最为突出。具体用例呈涌现状态且采用不均，撰写房源说明书是唯一被广泛确立的用例。交互主要采用人在回路模式：GenAI负责起草、结构化与检索，而房地产经纪人负责策展、验证与决策。约束主要源于与房源列表和文档的集成、数据可用性以及敏感任务中的合规性，而非模型能力本身。本研究构建了现有及潜在用例的扎根地图，并提出了初步的实践采用启示。
英文摘要
Generative artificial intelligence (GenAI) is changing how work is organized and performed. Real estate marketing is a prime example of this, yet evidence of GenAI in real estate agents' day-to-day practice remains scarce. In this work, we report on our insights from a German-based empirical study with eleven semi-structured interviews. GenAI is already utilized across different activities, with marketing communication being the most prominent. Concrete use cases are emergent and unevenly adopted, with writing exposé texts being the only widely established one. Interaction is predominantly human-in-the-loop: GenAI drafts, structures, and retrieves, while real estate agents curate, verify, and decide. Constraints stem less from model capability than from integration with listings and documents, data availability, and compliance in sensitive tasks. The study contributes a grounded map of existing and potential use cases and identifies tentative practical implications for adoption.
