AI and the Luxury Property Frontier

How AI is transforming all aspects of the luxury property industry: the benefits, the challenges and the future

Artificial Intelligence is no longer just a buzzword, it’s rapidly becoming a defining force in the evolution of the luxury property sector. From intuitive home automation to predictive design workflows, AI is already transforming how we design, build, market, and live in ultra-prime homes. Yet amid the excitement, critical questions remain: What does meaningful adoption look like? Where are the real opportunities and risks? And how do we maintain the essence of luxury while embracing exponential technology?

In this exclusive LPF thought leadership piece, The Luxury Property Forum brings together a diverse panel of expert voices, from developers and designers to smart home specialists, marketers, and strategic consultants, to explore how AI is reshaping the future of luxury property. We are also so thrilled to have Peter Swain, AI expert provide his expertise for this report,

Our contributors candidly share how AI is being integrated across disciplines: automating cost plans, speeding up planning submissions, enhancing client experiences, and elevating brand storytelling. At the same time, they highlight the barriers still holding the industry back—fragmented data, cultural conservatism, lack of training, and the need for trusted governance.

What emerges is a nuanced and practical picture of the luxury property sector on the cusp of transformation. AI isn’t a threat to craftsmanship, taste, or high-touch service, it’s a tool that, when applied with precision and purpose, can amplify all three.

THANK YOU TO OUR LPF EXPERTS FOR THEIR VALUABLE INSIGHTS:

Dean Adkins, Owner & Managing Director, Selway Joyce

Grant Bowen, CEO & Founder, Peak Projects

Mark Bower, Executive Creative Director, Woven Agency

Billy Casey, Operations Manager, Angel O'Donnell

Johnny Cox, Founder, CEO and CCO, LightField London

Robert Cox, Design Director, ADAM Architecture

John Fitzpatrick, Technical Services Director, Cornflake

Hoss Gifford, Chief Technology Officer, Property Platform

Jay Hodges, Construction Director, Remian Group

Steve Moore, Founder, SMC Smart Homes

Jenny Naylor, Director, Graf London

Andrew Paulson, Partner, LA London

Claire Reynolds, UK Head of Sales, Strutt & Parker

Sanjay Sharma, Managing Director, Interiors with Art

Richard Stevens, CEO, Sectorlight

Miruna Stroe, Architect & Quality Manager, LA London

Peter Swain, CEO, Peter Swain Inc

Alec Watt, Founder & CEO, Accouter Group of Companies

Charlie Willis, CEO, The London Broker

Key Findings

In this report, we asked our experts five key questions:

1. Where is AI currently making the biggest impact in luxury property?

2. What are the main barriers stopping our industry from embracing AI?

3. Which parts of the luxury property sector will AI transform the most?

4. Are there are any areas of the sector you believe AI won’t impact?

5. How do we future-proof our industry in an AI-driven world?

A message from Priya Rawal, Founder & CEO of the Luxury Property Forum

At The Luxury Property Forum, our purpose is to shape the future of the sector by bringing the best minds together. AI now sits at the heart of that future. Not at the edges. Not as a buzzword. As a working advantage for leaders who choose to use it well.
I have spent the past year working with our members to move from talk to practice. We are using AI to accelerate design exploration, sharpen development decisions, qualify clients with more precision and elevate aftercare and smart living. In the right hands, AI removes friction so experts can spend more time on judgement, craft and client relationships. That is where luxury is created.
The pace is quickening. AI agents are the next step. These are intelligent systems that can plan tasks, take actions and collaborate with teams across tools and data. Imagine a 24-hour concierge for a residence that anticipates preferences and coordinates services. A project agent that tracks risk, programme and cost in real time and highlights issues before they surface. A client agent that learns tastes and curates properties and experiences across borders. This is already beginning to land.
Progress should be guided with care. Our community is setting clear standards on privacy, IP, data minimisation and human oversight. We build with structured data. We keep humans in the loop. We measure outcomes. This is how we protect trust while gaining the benefits.
Adoption does not mean abandoning what makes this industry special. The aim is to use technology to deepen the qualities that define true luxury. Craftsmanship. Discretion. Cultural fluency. Long-term relationships.
This report shares what is working now, what will matter next and how to adopt AI responsibly. I hope it encourages you to explore one small step in your own practice. Pilot a workflow. Spend time learning with your team. Put simple governance in place. If we approach this thoughtfully, we can deliver more meaningful experiences while keeping people and relationships at the centre. The Luxury Property Forum will continue to support you on that journey.

THE LUXURY PROPERTY FORUM

The Luxury Property Forum is the official forum for the luxury property industry, bringing together highly experienced and devoted members handpicked from every discipline. We facilitate the advancement and continuous growth of the luxury property industry, through developing strong business collaborations and cultivating growth opportunities as well as sharing knowledge, experience and contacts. We are more than just a network, but are a forum for the future.

If you would like to speak to any of the interviewees above or to find out more about The Luxury Property Forum please contact:

Priya Rawal, Founder and CEO, at priya@theluxurypropertyforum.com or +44 (0)7719 970747

AI & the Luxury Property Frontier - Thought Leadership