We were halfway through a campaign brainstorming and strategy session when someone said, “Let’s run this through ChatGPT.” There were a few laughs and a raised eyebrow, but then we did.
What followed wasn’t magic. It wasn’t perfect. But it was fast and insightful and elevated our existing framework.
Because it unlocked new ways of thinking, the rest of the session was more focused and creative. That was well over a year ago now.
It may not be the rainmaker or the closer, but it might just be the smartest intern in the room—and it never sleeps.
NOT A TREND, BUT EVOLVING TOOLS FOR RIGHT NOW
In an industry rooted in relationships and reputation, AI is often seen as a tool built for other sectors, useful elsewhere, but not quite ready for commercial real estate. That’s changing—and fast.
AI is reshaping how we work, giving us more leverage in creativity, research, and business intelligence. It’s not creating from thin air. It’s pulling from the breadth of human intellect, organizing it, and reframing it so we can make decisions faster and think more clearly. That’s where the power lies, and it can already be found in tools you may be using.
ChatGPT, Gemini, Claude, and Copilot are becoming everyday collaborators, helping teams move from idea to execution in a fraction of the time.
In sales, LinkedIn Sales Navigator and ZoomInfo are turning noise into focused opportunities by surfacing the right prospects at the right time. Placer.ai taps into billions of mobile data points to make foot traffic, trade areas, and competition more visible.
Tools like Jasper AI, VelocityEngine, and Buildout are automating marketing efforts, while ESRI and Lightcast provide location and labor intelligence. NavigatorCRE, Reonomy, and Cherre connect fragmented data—converting the disparate into dynamic—helping CRE professionals spend less time chasing information and more time delivering sound strategies.
THE RISE OF AGENTIC AI
If today’s AI helps us work faster, the next generation will help us work smarter and act autonomously. Welcome to the era of agentic AI.
Agentic AI systems don’t just answer questions; they take action toward a goal. Imagine telling your AI agent, “Help me re-engage my top prospects from Q4.” A traditional AI might give you tips. An agentic AI will build the list, draft the emails, update your CRM, and schedule the follow-ups.
And it’s not theoretical. Platforms like Auto-GPT, AgentGPT, and OpenAI’s Assistants API already enable autonomous task execution. Even tools like Zapier’s AI agents and Notion AI are becoming more agent-like, automating workflows and acting on intent, not just instructions.
At the enterprise level, platforms like Microsoft Copilot and Google Workspace Gemini are quietly layering in these capabilities, transforming everyday productivity apps into semi-autonomous collaborators.
As these technologies evolve, we’ll see a future where brokers, marketers, and asset managers have AI teammates who act more like strategic associates than tools, helping navigate complexity, anticipate opportunities, and execute with precision.
WHAT AI CAN’T REPLACE
None of this technology matters without great people. AI doesn’t walk properties and then understand their unique value in the market’s ecosystem. It doesn’t instinctively know when to push or listen when a company is expanding and looking for its next location. And, it doesn’t yet understand the emotional weight behind a relationship.
What makes AI valuable is the clarity of the purpose behind it. Chasing AI to look smart isn’t. But using it to advance solutions, unlock creativity, be more efficient, and keep pace with the complexities our clients face daily is.
EMBRACING THE FUTURE WITH INTENT
Artificial intelligence isn’t replacing talent; it’s allowing them to hone in on their focus.
By embracing the best of what AI offers, from generative tools to agentic systems, we give ourselves more room to think strategically, act creatively, and show up with clarity and confidence.
The tools are getting smarter, but no algorithm can replace the intrinsic value of great people—their passion and their purpose.