How Augusta Broker Matt Pouliot Set an AI Policy for Listings
Published October 22, 2026 · Source: The Portland Press Herald
Matt Pouliot, owner of Pouliot Real Estate in Augusta, Maine, adopted a company AI policy based on National Association of Realtors best practices and uses AI to write listings. He told The Portland Press Herald that labeling altered photos will be key.
Result, in their words: Writing listings has never been faster, Pouliot said.
From the original
“It’s critical that consumers know that the property they’re buying looks as close as possible to what’s online,” he said. Trust is crucial in the business, he added, and “we need to maintain that by not putting in a swimming pool where there isn’t one.” Pouliot said his company recently adopted an AI policy based on the National Association of Realtors’ best practices.
What they did
Matt Pouliot owns Pouliot Real Estate in Augusta, Maine. According to The Portland Press Herald, his company recently adopted an AI policy based on the National Association of Realtors' best practices. He uses AI to write listings. He says the technology is a boon as long as people still provide checks and balances.
The article covers growing concern about "house fishing," where AI-edited listing photos make a property look better online than it is in person. Pouliot told the paper that labeling will be key going forward. In his words, agents need to keep public trust "by not putting in a swimming pool where there isn't one."
How it worked
The source doesn't say which tools Pouliot uses or what his policy contains. It says only that the policy follows NAR best practices. He told the paper that AI often comes up with "zippy turns of phrase" for listings that he wouldn't have thought of himself.
The result
Pouliot told The Portland Press Herald that writing listings has never been faster.
How to try it on your listings
These steps are our suggestions. They don't come from the source.
- Write a short AI policy for your team. It should say what AI may do (copy drafts, brightening, removing clutter) and what it may not do (adding or removing permanent features).
- Edits that change the property itself, such as virtual staging, removing power lines or defects, or changing the lawn or views, may need a disclosure label. Some MLSs prohibit them entirely. Check your MLS rules and state law first.
- Whenever you publish an edited photo, keep the unedited version too.
- Before an AI-drafted description goes live, read it through and check every claim against the actual property.