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Sofía Grinberg, expert in Artificial Intelligence for real estate: “Unexpected results are achieved in a very short time” - La Nacion Propiefdades
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Sofía Grinberg, experta en Inteligencia Artificial inmobiliaria: “Se logran resultados inesperados en muy corto plazo”
Aunque la IA se vuelve cada vez más relevante en el mercado inmobiliario, solo el 27% la usa en sus operaciones
www.lanacion.com.ar
April 20, 2026
Although AI is becoming increasingly relevant in the real estate market, only 27% use it in their operations
By Sofia Grinberg
Sofia Grinberg is 23 years old and founded a generative AI company designed specifically for the real estate business
The numbers speak for themselves. The US PropTech market closed last year with $5.8 billion in funding, representing a 33% year-over-year increase and 109 M&A transactions (20% more than in 2014), with major funds playing a leading role. The pattern is clear: investments are focused on integrated, AI-powered platforms.
In Argentina, sectoral attention seems focused on current problems such as expanding demand, facing rising costs in dollars, or restoring mortgage loans , but nevertheless, the main players have taken the lead and are facing a silent and profound transformation: technology is becoming the main differentiating factor that drives sales and growth.
In Argentina, sectoral attention seems focused on current problems such as restoring mortgage loans.Archive
The transformation and integration of AI has begun in a large number of companies . While some businesses delay their decisions, waiting for a more favorable economic climate, those that have implemented AI-based products are achieving unexpected results in a very short time and are differentiating themselves from those that haven't.
The main trends in AI-based PropTech are:
1. AI for data analytics is the new entry filter for PropTech investment
One of the clearest trends is the growing value of data in the real estate sector . Companies that accumulate structured information on prices, demand, occupancy, customer behavior, and closing times are building a difficult-to-replicate advantage. Based on this data, predictive analytics tools allow companies to anticipate market movements , adjust prices in real time, prioritize maintenance, and identify the investment opportunities with the greatest potential. The use of AI tools that facilitate predictive analysis by applying proprietary data is an irreversible trend.In Argentina and the region, the digitization of real estate transactions is growing , opening up the possibility of capturing and structuring data that was previously lost across different platforms and channels. As more companies adopt this approach, predictive analytics will begin to play an increasingly important role in pricing , investment, and management decisions .
2. The property search no longer starts solely on portals: the shift from SEO to AEO and GEO
According to a Gartner prediction, the volume of searches on traditional search engines will fall by 25% in 2026 , as users migrate to AI chatbots and virtual assistants as a consultation channel.Recent data supports this trend: ChatGPT boasts over 800 million weekly active users, and nearly 60% of Google searches now end without the user clicking on any results. This is because the AI provides the answer directly within the search engine itself, right in the conversation.
Property searches are not only conducted through portals, but increasingly through virtual assistantsDaniel Basualdo
This phenomenon is giving rise to two new disciplines that are beginning to complement—and in some cases replace—traditional SEO: AEO (Answer Engine Optimization), which seeks to make content the answer that AI engines give when someone makes a query, and GEO (Generative Engine Optimization), which focuses on making generative models such as ChatGPT, Gemini or Perplexity cite a brand or product when they generate an answer.
The difference is subtle but important: SEO aimed to appear in a search results list . AEO and GEO aim to have AI mention you directly as the answer.
3. 40% of real estate transactions could be automated
According to industry estimates, around 40% of real estate transactions can be automated using artificial intelligence , representing significant efficiency gains. Specific use cases range from automated lead management and client communication to price optimization and portfolio-level insights . In construction, AI is applied to architectural design optimization, automated cost estimation, and construction monitoring using computer vision.Among the most popular applications are AI-powered conversational agents , which autonomously handle inquiries and qualify leads through WhatsApp and real estate portals. These are complemented by comprehensive lead scoring systems that prioritize opportunities based on behavior and purchase intent, automated follow-up and remarketing sequences that reactivate cold leads without manual intervention, and dashboards with real-time metrics that allow sales and marketing teams to make data-driven decisions, such as agent performance, complete sales funnel visualization and analysis , marketing investment decisions, and more.
4. The construction process is digitized before a single brick is laid.
One of the areas where AI is advancing most rapidly is in the pre-construction phase : everything that happens before construction begins. This includes cost estimates, material calculations, blueprint analysis, tender management, and coordination between architects, general contractors, and subcontractors.
One of the segments where AI is advancing most rapidly is in the pre-construction phase.Shutterstock - Shutterstock
A survey by the Associated General Contractors of America shows that 67% of general contractors in the United States already use or are evaluating AI tools for pre-construction tasks , a figure that has doubled since 2023. McKinsey, for its part, estimates that construction companies that adopt AI and automation achieve cost reductions of up to 20% and deliveries up to 30% faster.
Automated estimating tools, for example, scan digital plans and calculate material quantities and costs in minutes, reducing errors that translate into significant cost overruns during the construction phase. In a context where construction material costs are rising, accuracy in the budgeting stage has ceased to be a mere operational detail and has become a determining factor for viability.
5. The adoption gap is the biggest opportunity
Despite all the benefits AI offers, the reality is that most of the industry has yet to adopt it . According to a RICS study, 79% of construction professionals do not use AI regularly, and 45% do not implement it at all. A Bluebeam survey of 1,000 industry professionals reveals a similar figure: only 27% use AI in their operations, although 94% of those already using it plan to increase its use by 2026 .At the same time, the pace of experimentation accelerated: according to industry data, companies that operate and manage commercial properties and are running AI pilot programs jumped from 5% to 92% in just three years . The contrast between this massive adoption at the trial level and the low integration into day-to-day operations suggests that the technology has already proven its value, but large-scale implementation is still in its early stages.
PropTech is a multi-billion dollar global industry where artificial intelligence is no longer just a promise but an operational tool. The transformation we're seeing today in the most developed markets follows a logic that transcends geographical boundaries: greater efficiency, better data utilization, and digital experiences throughout the entire real estate cycle. The speed at which this reaches each market will depend on who decides to act first.
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