Zoopla has introduced the UK’s first AI-powered interior redesign tool, enabling homebuyers to virtually personalise property listings, as part of its broader strategy to enhance user engagement and compete in a rapidly evolving property tech market.
U.K. property portal Zoopla has unveiled an AI-driven property redesign tool, marking a significant innovation in the nation’s online real estate market. Developed in partnership with Roomvo, this tool enables users to virtually redecorate the interiors of property listings with authentic Farrow & Ball paint colours and Tapi Carpets & Floors, providing a realistic visualisation of a home’s potential from within the Zoopla site. Users can select from pre-made styles or customise their own designs, making it easier for prospective buyers to imagine personalising a property before visiting in person.
According to Zoopla, the tool has already enhanced engagement on listings and generated higher-intent leads for agents by helping buyers connect emotionally with properties through personalised redesign options. The portal’s initiative represents the first integration of such a virtual home design feature in the U.K., following international precedents like Redfin’s similar AI redesign tool in the U.S., also powered by Roomvo. Redfin’s tool allows American homebuyers to modify walls, floors, and countertops in listing photos and is accessible via Redfin.com and mobile apps, reflecting a broader trend toward AI-enhanced home search experiences internationally.
Zoopla’s AI property redesign rollout is part of a wider strategic push under the leadership of returning CEO Paul Whitehead, who has overseen recent expansions including the onboarding of 450 agent branches earlier in 2025. The company has simultaneously invested in AI-driven search personalisation features and data-informed tools to sharpen its market position as the U.K.’s second-largest property portal. For example, Zoopla recently introduced AI-powered ‘smart tags’ that allow consumers to filter listings by detailed property attributes such as conservatories or kitchen islands, enhancing user experience and driving more quality buyers to agents.
Alongside Zoopla’s innovation, rival portal Rightmove has launched a digital Renter Checklist designed to simplify the rental process. This tool allows tenants to track their tenancy journey from property search through to key collection, ticking off tasks as they progress. Integrated within Rightmove’s Lead to Keys platform, the checklist automatically updates for tenancies managed through its Tenant Referencing Service or Tenancy Manager, aiming to reduce friction and confusion in rental transactions. Rightmove’s chief technology and operations officer, Tarah Lourens, highlighted that the checklist addresses previous complexity in the rental journey by clearly signalling renters’ outstanding actions and status.
This development aligns with Rightmove’s broader ambition to extend its influence deeper into transactional layers of the housing market beyond listings. The company has signalled intent to expand into ancillary services such as mortgage brokering, rental solutions, and conveyancing. These new product areas are crucial to Rightmove’s strategy to drive a significant portion of its future revenues — it forecasts over £600 million in total revenue by 2028, with about 14% expected from mortgage, rental, and commercial property sectors.
Together, Zoopla’s AI-powered visualisation capabilities and Rightmove’s digital tenancy management tools underscore the ongoing transformation of the U.K. property tech sector. Both firms are pushing to enhance user engagement and streamline processes for buyers, renters, and agents alike by harnessing artificial intelligence and digital efficiencies in a highly competitive market.
📌 Reference Map:
- [1] (AI Media Group) – Paragraphs 1, 2, 4, 5, 6, 7
- [2] (Zoopla press release) – Paragraph 1, 2
- [3] (Redfin blog) – Paragraph 2
- [4] (Zoopla press release) – Paragraph 3
- [5] (Zoopla press release) – Paragraph 3
- [6] (Inman) – Paragraph 2
- [7] (GeekWire) – Paragraph 2
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative was published on 3 November 2025. The earliest known publication date of substantially similar content is 8 December 2023, when Redfin launched a similar AI-driven property redesign tool. The report is based on Zoopla’s press release, which typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were found. The narrative includes updated data and introduces new information, justifying a higher freshness score.
Quotes check
Score:
10
Notes:
No direct quotes were identified in the narrative. The information is paraphrased from Zoopla’s press release and other sources.
Source reliability
Score:
9
Notes:
The narrative originates from AIM Group, a reputable organisation. The report is based on Zoopla’s press release, which is a direct source of information.
Plausability check
Score:
9
Notes:
The claims about Zoopla’s AI-driven property redesign tool are plausible and align with the company’s recent investments in AI. The narrative provides specific details about the tool’s features and its partnership with Roomvo. The tone and language are consistent with typical corporate communications.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is fresh, originating from Zoopla’s recent press release. It is based on a reputable source and presents plausible claims with specific details. No significant issues were identified, and the narrative aligns with Zoopla’s recent AI initiatives.
