Spicerhaart Implements AI to Replicate Founder and Chairman Paul Smith – TNT

Spicerhaart has signed some unusual recruits – 10 avatars which will be used to share the company’s property expertise and market insight.

The company commissioned AI video technology leader Synthesia to put together a bespoke package including hyper-realistic avatars and advanced content generation tools.

The avatars will front a range of video content, from insightful local market updates for customers, to comprehensive training modules for the Spicerhaart Academy Training Centre.

The estate agency group, which recently unveiled its new video app, is using the avatars to free up their expert sales teams for the skilled job of selling and letting properties.

Dr John Mackenzie, head of marketing for the Spicerhaart Group, said: “We are excited to be leveraging AI to add value for our customers and drive our business forward. Our vast mine of data and expertise about fast-changing hyperlocal property markets and trends can now be shared on video to help people decide what, where and when to sell, buy or let.

“We wanted to produce more general informative videos to complement our house tours, but we didn’t want to take our expert estate agents away from the key elements of their job which 100% are best delivered by a human, so we turned to AI.

“Our AI solution will free them for the face-to-face interactions that humans are brilliant at, whether it is speaking to people on doorsteps, valuation meetings, showing houses or negotiating the best price for a vendor.”

Actors are being hired to provide voice and likeness for the avatars, while Synthesia’s platform is used to write scripts, produce the video components, and distribute content across YouTube, social media, and internal channels.

Nine of the avatars will be given regional accents, which align in terms of location, gender and ethnicity with the group’s estate agency brands across its UK-wide branch network. The tenth avatar will be a clone of Spicerhaart’s founder and Chairman Paul Smith, created to share his 30+ years of industry wisdom across the business.

Dr John Mackenzie said: “Paul has a lot of techniques, hints, and tips that he’s trying to impart to people in the business, but his time is valuable. Now we can produce a script from his words and his avatar will deliver video presentations at the Spicerhaart Academy Training Centre. It will be perfect every time and Paul doesn’t have to be there in person. Our team members can also choose when and where to watch the videos as part of their continuing professional development.”

This latest initiative underscores Spicerhaart’s commitment to blending cutting-edge technology with trusted personal service, enhancing both the property journey for customers and career development for employees.