In the last month, I have been in constant motion. I crossed Brazil, visiting 10 cities, talking with hundreds of brokers specialized in the high and ultra-high-end market. In every conversation, lecture, and training session, one question arose — directly or between the lines:
“How do we avoid being replaced by artificial intelligence?”
This question does not come from fear. It comes from awareness. The awareness that the market is evolving rapidly. Sophisticated platforms, cutting-edge automated CRMs, personalized chatbots, predictive analytics… all of this is already part of our scenario. And it will continue to develop even further.
But throughout this journey, what struck me most was the realization that no technology — no matter how advanced — can replicate the human sensitivity that this niche demands.
In the luxury market, we don't just sell properties. We sell privacy, lifestyle, legacy. Each client brings an emotional context, a level of demand, and an expectation of service that goes far beyond technical delivery.
Artificial intelligence can suggest homes based on profiles and data.
But it does not perceive the sparkle in the eyes when the client steps into an imposing lobby.
It doesn’t understand what it means for a family to find the ideal home to host — with discretion, comfort, and sophistication — everything they have built throughout their lives.
In luxury real estate, more than in any other segment, the broker’s value lies in the ability to create trust, interpret nuances, and translate invisible desires.
That is why the great answer I found, after listening to so many brilliant professionals this past month, is simple and profound:
AI can replace tasks. But it does not replace presence. It does not replace intuition. It does not replace tact.
The broker who remains indispensable in the luxury market is the one who understands what is at stake — who delivers excellence without losing the ability to listen, who masters data without abandoning eye-to-eye connection, who evolves with technology without losing the human touch.
I end this tour across Brazil confident that the future of our profession will not belong to those who fear AI.
It will belong to those who use AI as a tool — and emotional intelligence as a differentiator.
Because in the ultra-luxury market, relationships are the product.
And humanity, indeed, remains irreplaceable.