It’s up to MLSs to decide if the Zillow-ChatGPT integration violates IDX policies

The National Association of Realtors (NAR) has weighed in on the ongoing debate over whether or not Zillow’s app integration with OpenAI’s ChatGPT violates MLS IDX policies. 

In a statement issued on Tuesday, NAR said that when it comes to enforcement, “each MLS is individually responsible for conducting its own assessment of technologies that use and display MLS data.”

“This includes considering known public information and determining whether the MLS needs more information from the parties involved or otherwise as part of its evaluation assessment,” the statement reads.

According to NAR, in order to determine if Zillow’s ChatGPT integration complies with IDX policy, MLSs should “consider things such as whether MLS data is being transmitted to an unauthorized party, if the displaying Participant maintains ‘control’ over their display, and if the display fulfills the disclosure and display requirements outlined in local IDX rules.”

NAR noted that the display of MLS data on mobile apps is permitted under the existing IDX policy, as Zillow leaders have likened the app integration with ChatGPT to creating an app for an iPhone or Android. 

“To support MLSs, Realtors, and the consumers they serve, NAR will continue to monitor the development and use of similar technologies and work with industry stakeholders to provide needed guidance, resources, and educational materials,” the statement read.

In addition to addressing the Zillow-ChatGPT integration, NAR also expressed support for the implementation and integration of new technologies like AI into the homebuying and selling process, as NAR feels these developments have the “potential to better serve consumers by enhancing the exposure of MLS listings and improving property search.”

“Provided the use of technology is in accordance with MLS rules and data license agreements, NAR recognizes the importance that innovation plays in fostering more transparent, competitive, and fair housing markets,” the statement reads. “Compliance with MLS rules further fulfills the necessary display requirements and required authorizations, such as from listing brokers, that avoid misuse of MLS data.”

The controversy over Zillow’s ChatGPT app integration erupted just days after Zillow’s announcement, with some industry professionals claiming that it was a clear violation of MLS rules. 

Zillow has pushed back against these claims. In an emailed statement, as spokesperson wrote that the company “always work to ensure industry rules and guardrails are in place,” and that Zillow represented industry interests to incorporate them with OpenAI’s innovation.

“Zillow is leading the next great evolution in real estate search as the only real estate app in ChatGPT, a platform used each week by more than 800 million people worldwide,” the spokesperson wrote. “This partnership expands listing visibility, drives consumers back to agents, and showcases responsible innovation that grows opportunity across the industry.”