“I think it’s that people are becoming more familiar with it,” Gromowski said. “They’re seeing the value. They understand the power. It’s so powerful, and I’m constantly reminded that I turn to it all the time, multiple times a day. I’m always fascinated by how it works and how powerful it is. So when you start to get more and more confident or comfortable with the idea that it is powerful, it’s likely going to be here to stay, then you go to where is it actually going to start infiltrating?”
Gromowski said mortgage pros who are integrating AI into their customer-facing processes will not only need to explain that to the customer, but also explain how that’s going to help make their lives easier. Customers also want to know that there will still be a person behind the AI to offer support.
“Because now it’s a real concept that people are wrapping their minds around,” she said. “It’s going to happen, and so will I have control? Will I know when it’s going to be a part of decisions on something very important, like buying, selling, transacting, or getting into a home?
“I think that’s where the confidence is lacking. They think, ‘I don’t want that train to move without me having control of it in some way. I just don’t want to be on the ride without having volunteered for it, knowing that it’s going to be a reality or assuming that it’s already here.’”
Brokers understanding the risks
For brokers, when considering how to use AI and the impact on customers, it comes down to how much the technology will impact the potential homebuyer. The more impact there is, the more transparency those customers expect.