NAR Sits on the Fence Over Zillow–OpenAI Integration, Urges MLSs to Review Compliance

The National Association of Realtors (NAR) has issued a statement following Zillow’s partnership with OpenAI, which integrates the Zillow app with ChatGPT.

Announced earlier this month, Zillow's collaboration allows ChatGPT users to search the portal's listings conversationally directly on the popular AI interface. The move sparked debate over potential compliance issues with MLS data rules.

In a statement issued yesterday, NAR did not directly state whether the integration violates IDX license agreements. It instead advised that each regional MLS conduct its own review of its agreement with Zillow to ensure compliance.

“Implementing and integrating new technologies, like artificial intelligence (A.I.), into the homebuying and selling process has the potential to better serve consumers by enhancing the exposure of MLS listings and improving property search,”

“Provided the use of technology is in accordance with MLS rules and data license agreements, NAR recognizes the importance that innovation plays in fostering more transparent, competitive, and fair housing markets. Compliance with MLS rules further fulfills the necessary display requirements and required authorizations, such as from listing brokers, that avoid misuse of MLS data.”

NAR also clarified that displaying MLS data on mobile apps is permissible under the existing IDX policy and said it will monitor future AI developments, providing educational resources for members.

For its part, Zillow maintains that it conducted due diligence before launching the integration, confirming that no MLS data is sent to OpenAI and that it “retains full control” over how listings are displayed within ChatGPT. Zillow is reliant on relationships with regional MLSs to obtain its listings data feed and will be keenly paying attention to any response.