Most real estate brokerages now use artificial intelligence, but the smallest independent firms remain the last major holdouts in the industry.
According to a recent analysis of three years of survey data, AI adoption among brokerage leaders has surged since 2024, with nearly all large firms now reporting full integration. The shift has left firms with 10 or fewer agents as the primary group still lagging behind.
Adoption gaps by firm size
The data, compiled from Delta Media Group’s annual Real Estate Leadership Survey, shows a sharp decline in non-adoption rates. In 2024, nearly 25% of brokerages reported no AI use. By 2026, that number had dropped to just 3.9%.
Large brokerages—those with 500 or more agents—saw adoption rise from 75% in 2024 to 97% this year. Small firms (11-50 agents) followed a similar trajectory, climbing from 70% to 93%. Mid-sized brokerages also closed the gap, with adoption rates reaching 93-94%.
The smallest firms, however, tell a different story. While their AI use has increased, 9.1% still report no adoption at all. Among agents at these firms, only 81.8% use AI, compared to 100% at larger brokerages.
AI as a competitive necessity
Michael Minard, Delta Media Group’s owner and CEO, said the conversation has shifted from who is trying AI to who hasn’t. “That second group is nearly gone,” he said in a news release. “What was a real category a few years ago is now a rounding error.”
Related: Real estate tech firms boost efficiency
Brokerage leaders increasingly view AI as essential. Nearly half of survey respondents ranked its importance as an 8 or higher on a 10-point scale—nearly double the share from 2025. Many are consolidating around platforms that offer AI as part of a unified system, rather than piecemeal tools.
The trend reflects broader changes in the industry, where consumers and agents alike are turning to AI for research and efficiency. For the smallest firms, the gap in adoption could become a growing liability.
Some of these brokerages may lack the resources to invest in new technology, or they might see AI as less critical to their operations. But as larger competitors standardize its use, the pressure to catch up will likely intensify.
The data doesn’t specify which AI tools are most popular, but the emphasis on unified platforms suggests a preference for integrated solutions over standalone applications. That could make adoption easier for smaller firms if they partner with the right providers.
Still, the numbers make one thing clear: AI is no longer optional for most brokerages. The question now is how quickly the smallest players will adapt—or risk falling further behind.