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Mortgage execs turn to AI for content, raising a sameness problem
HousingWire says AI used to draft marketing posts can “average” executives’ messaging because foundation models are trained on largely similar knowledge, producing work that looks and sounds alike across lenders.
Mortgage leaders are increasingly using AI to produce marketing and social content, but HousingWire argues the shift is creating a “great averaging” problem where brands start to look the same.
The column says that foundation model providers are trained on similar bodies of knowledge, so even when different lenders use different AI tools, the output can converge in style and substance. It also contrasts current AI workflows with earlier ghostwriter-based approaches that relied on interviews to extract an executive’s real thinking.
HousingWire recommends a three-part approach, starting with “taste” to cut bland drafts, followed by “guts” to take a defensible position, and “receipts” that reflect specific dates, dollars, and decisions rather than generic claims. The piece notes that while AI can generate many acceptable drafts quickly, the result may still fail to be distinctive enough to stand out in a crowded feed.