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Commercial real estate marketing teams use AI, but data tracking gets harder
Panelists at Bisnow said AI has cut turnaround times and rendering costs, but can also distort performance metrics when models do not properly link to company websites.
Executives and marketing professionals for commercial real estate transactions say artificial intelligence has reshaped their day to day workflows, compressing many tasks from weeks to days as more CRE companies adopt the technology. Speaking at Bisnow’s CRE Property Marketing and Brand Strategy Cocktail in Chicago on July 16, panelists described faster creation of building renderings and other investor and media materials, along with rising expectations for output speed and quality.
Madison Rose Senior Vice President Adam Pines said Madison Rose has brought rendering work in house, and the cost of new renderings has dropped as AI integration progressed. Pines also said the team has seen staffing and productivity effects, describing the marketing function as operating with more capacity than before.
Other panelists said AI also changes how they use performance data. 1905 New Media director of digital media Kaysha Hanock said the firm previously spent days compiling performance data in spreadsheets, but AI now handles parts of that work, freeing time for strategy tied to the same data.
Hanock also cautioned that some tracking can get clouded because many large language models do not link to companies’ websites. She said AI generated leads may drive more traffic to client sites than what analytics show, and Taylor Johnson Public Relations President Emily Johnson emphasized using a closed loop approach for sensitive materials, such as breaking news, to help prevent premature messaging leaks.