As developers bring sales in-house, agents turn to AI to stay ahead
Dubai’s real estate brokers are facing a fast-evolving market — and it's not just competition from fellow agents anymore. Developers are starting to cut out the middleman, leveraging digital platforms and in-house teams to handle sales directly. But even as this trend reshapes the property landscape, brokers aren’t giving up. Instead, they’re turning to artificial intelligence (AI) to sharpen their edge.
Developers Taking Sales In-House
The most high-profile shift came with Emaar’s launch of Vyom, a digital resale platform that allows property owners to list units directly. Once listed, an Emaar sales associate steps in to manage the transaction — effectively keeping the deal within Emaar’s ecosystem. While Vyom currently only supports the resale of Emaar-built properties, plans are already underway to include rental listings as well.
Other developers are following suit. Damac has its own sales portal, and several major players are reportedly working on similar platforms. It marks a broader trend: developers are eyeing the secondary market, long the domain of independent brokers.
“Developers in Dubai are thinking — ‘Why leave something this lucrative to third-parties?’” says one estate agent who has handled multiple high-end deals in the Dh50 million to Dh100 million range. “The bigger worry for brokers would be if deals involving the more expensive properties are sealed by in-house sales staff at developers.”
Commission Pressures — and a Turning Point
Real estate commissions in Dubai typically range between 5% and 10%. These rates often vary based on the exclusivity of the property, how long it's been listed, and the negotiation skills of the broker.
However, with developers stepping in and digital platforms simplifying the transaction process, brokers are beginning to accept that commission structures may soften in the near future.
This pressure is pushing many firms to innovate — and AI is at the center of that effort.
AI: Threat or Secret Weapon?
Rather than a threat, AI is increasingly being seen as a powerful partner. Unique Properties, for example, recently announced a $20 million commitment over the next two years to expand its AI services through a collaboration with AI Realtor.
“Consider a buyer searching for a property in Business Bay,” explains Arash Jalili, CEO of Unique Properties. “If they engage with one of our listings on Property Finder or Bayut, they’re connected via WhatsApp to our AI Realtor. The system — ‘AIR Brain’ — then acts as a digital advisor.”
From that point, prospective buyers can choose to continue with AI assistance or escalate the conversation to a human agent. The AI handles tasks like recommending properties, scheduling viewings, and managing follow-ups. Human agents, meanwhile, take the lead during negotiations and closing.
“Even as developers bring more sales functions in-house, the demand for trusted advisors — especially those who offer comparative insights across projects — remains strong,” Jalili adds.
The Rise of AI-Backed Investment Platforms
It’s not just brokerages embracing AI. Developers are investing in AI-driven platforms aimed at global investors. Mira Developments recently announced a $3 million investment into a new real estate agency and investment club called Percent&Co.
Working with developers like Emaar, Nakheel, Damac, and Sobha, Percent&Co focuses on international clientele and plans to offer AI-powered tools for personalized investment recommendations. At the same time, it aims to build a strong team of human professionals across brokerage, analytics, and marketing.
The Hybrid Future: Tech + Trust
AI isn’t here to replace brokers — it’s here to empower them. As Jalili puts it, “Rather than replacing agents, the AI dynamically calibrates its involvement to complement them, ensuring clients benefit from both the operational efficiency of advanced technology and the personalised expertise only a skilled real estate agent can provide.”
Dubai’s property market is moving toward a hybrid model — one where human insight and digital intelligence work hand in hand. Brokers who adapt and integrate AI into their workflows are not only staying relevant — they’re thriving.
