Real estate market in Brazil adopts AI and social media

The Brazilian real estate market is undergoing a digital transformation driven by social media and artificial intelligence. Consumers, particularly Millennials and Generation Z, are increasingly using social platforms to search for rentals and properties, with 47% of younger renters utilizing these networks. This shift has turned real estate professionals into digital content creators who use creative tools, including AI-generated simulations, to engage followers.

In João Pessoa, TAGHAUS Imobiliária has launched a beta version of an AI-powered search tool developed by the TAG Group's technology hub. Utilizing OpenAI technology, the tool allows users to search for properties using natural language or voice commands rather than traditional filters. This enables customers to describe specific needs—such as proximity to a beach or pet-friendly spaces—in a conversational manner.

This evolution aligns with broader digital spending trends in Brazil. According to a study by IAB Brasil and Ibope, Brazilian brands allocated R$ 42.7 billion to digital media in 2025, representing a 12.7% increase from the previous year.