DNG AI image incident — Sep 2026

A letting agent associated with the DNG property group has issued an apology after utilizing artificial intelligence to digitally alter photographs in apartment listings posted to Daft.ie and the firm's own website. The practice, which involved digitally staging rooms to appear more modern or flawless, drew public criticism and prompted a formal review of advertising standards across the network.

What happened

Following an inquiry from The Journal, it was revealed that several listings featured AI-generated images that significantly deviated from the actual condition of the properties. In one instance, a kitchen appeared as a modern, pristine space, while the real photo—added only after the inquiry—showed half-painted cabinets and dimmer lighting. Other alterations included changing flooring, furniture, artwork, and window views.

While the agent initially presented these as enhancements to show a home's potential, critics, including Social Democrats housing spokesperson Rory Hearne, labeled the practice as misleading. Hearne noted that digital staging can misrepresent lighting, impose impossible structural changes, and hide the actual state of a property. Under the rules set by the Advertising Standards Authority (ASA), the use of AI in advertising is permitted only if it is clearly disclosed and the original, unaltered images are provided in proximity to the edited versions.

In response to the incident, DNG instructed the agent, DNG O’Connor Finn, to update the affected listings with real photographs and appropriate disclaimers stating that while AI may be used, the permanent features of the property remain as they appear in the original photos. A spokesperson for DNG stated that the edits were intended to improve visual quality rather than misrepresent the property's size or layout. The company has since issued a reminder to all agents regarding compliance with advertising regulations and has initiated a network-wide review of all active advertisements.