Technology company TRUSTai has released Areia, a new entry into the AI space for real estate assistants.
What makes this one different is that it is called a ‘Synthetic Human’, an avatar that is always present and deployed on websites, CRMs and other applications within the RELIANCEai ecosystem.
And yes, it has a face.
An acronym for Autonomous Real Estate Intelligence Assistant. In its marketing, Areia retains the face of a blonde computer-generated woman because it helps buyers search the market and sellers understand the go-to-market pricing strategy. It’s also designed to carry the brand torch for the agents, teams and brokers who deploy it.
However, the visual component does not need to be used, the company said. Users can choose to use just the chat interface, but the company did say that if a user’s camera is activated in a two-way conversation, Areia can respond to live facial expressions. It is also fluent in more than 70 languages.
The company wrote in a press statement that it will roll out the AI in phases through 2026, after a year of development and months of input from industry practitioners. For now, the AI will help with consumer engagement and search, by listening and responding to search priorities.
“Areia represents a new chapter for real estate technology,” said Sean McRae, CEO of RELIANCEai, in a statement. “Together we are redefining how people search, communicate and make decisions online. Areia turns every RELIANCEai platform into an intelligent, intuitive and human experience.”
Areia Synthetics is the company behind Areia, which was purposely founded to build out a range of related AI assistants across a range of adjacent real estate areas on an ultimately global scale.
The company says it combines Hollywood-level VFX and high-quality CGI with data and business intelligence from the proptech space and specific markets in which it is used. RELIANCEai does not own Areia Synthetics, but does have an investment interest, Inman was told during a telephone conversation.
The website describes Areia as “an interactive, visual brand ambassador that forges personal connections, generates and nurtures leads, and makes the home buying and selling journey more seamless, personal, and human.”
Disadvantages of anthropomorphization
There are problems with anthropomorphizing AI entities and agentic tools, according to industry analysts. Some issues involve unfounded trust and misplaced expectations, as well as an increased risk of fraud. RELIANCEai explains that the AI images can produce the same kind of reaction as comparing a movie experience to a book, noting that an interaction carries more weight when visual senses are involved.
The company acknowledged to Inman that not everyone is ready for it, and how it gets involved depends on the consumer or agent managing it.
AREIA runs on its Experience Engine, a multi-modal platform that can interact with a range of existing AI systems, based on which one is best for each action. For example, it can access Claude, ChatGPT or Grok.
Multimodal simply means an AI that can synthesize information from a wide range of media types and types of data, such as text, video, and photos. This helps formulate deeper, commonly learned answers.
Artificial intelligence-based assistants and workflow systems are rapidly evolving and being integrated across the industry in a range of use cases, including CRMs using them to track forgotten leads before they enter the market and by brokers to train new agents, certify transaction documents or handle email marketing campaigns.
Just about every major real estate operating system and marketing technology company uses it today to improve the way software works and customers perform.
According to RELIANCEai, synthetic humans are the following. A company called Fantasy won Fast company Prize for world-changing ideas last year for his work in space. RELIANCEai says the field is about humanizing AI, ultimately making it more normal and “quieter.”
“Real estate is built on trust, and Areia reinforces that foundation at every digital touchpoint,” said Kathleen McRae, president of RELIANCEai, in the media statement. “She makes technology feel warmer, more human and intuitive, allowing agents to deliver exceptional service at scale.”
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