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Findings from the Cannes property summit indicate that while developers are experimenting with AI in early-stage CGI and production, hyperrealistic visualization and narrative remain the decisive factors in off-plan luxury sales.
DUBAI – Developer interest in artificial intelligence is high across the luxury real estate sector, but operational adoption remains limited, according to findings shared by Marygold Studio, a boutique CGI and real estate branding agency with offices in London and Dubai, following MIPIM 2026 in Cannes.
At the summit, studio founder Taras Kvitka met with developers and investment funds from across the GCC and Europe to discuss luxury branding strategy, buyer psychology, and the state of AI adoption in property development.
Among the key findings from MIPIM 2026, developer expectations for AI are high, but actual adoption remains limited. Most teams are still experimenting by generating early concepts and automating parts of production, but none of the developers Kvitka spoke with had experienced a meaningful operational breakthrough.
Taras Kvitka, Founder of Marygold Studio, said:
“Buying real estate, especially off-plan, is built on trust. In luxury real estate, buyers don't trust algorithms; they trust what they see. That's exactly why AI-powered visualization has become one of the most powerful sales tools in the industry. The technology doesn't replace trust; it builds it.”
According to Kvitka, the explanation is structural. Luxury real estate sales, particularly off-plan, depend on trust. A buyer committing £2 million or £10 million to a building that does not yet exist needs confidence in the developer, the project, and the story behind it. That confidence is built through what buyers experience: hyperrealistic CGI, 3D walkthroughs, architectural visualization, and brand films that make an unbuilt project feel tangible. AI has accelerated the production of these assets, but the story itself still requires human creativity and direction.
The findings also address sustainability and mixed-use amenities, noting that both have shifted from differentiators to baseline expectations among luxury buyers. What continues to influence purchasing decisions is visual quality and narrative clarity.
Taras Kvitka added:
“Sustainability has become a standard. Buyers expect it now. It no longer sets you apart.”
According to Marygold Studio, projects that invest in strong branding, including naming, visual identity, architectural visualization, and brand films, tend to achieve faster sales and stronger pricing. Developers who treat visual communication as a cost rather than a sales tool often experience weaker commercial outcomes.
Marygold Studio’s client portfolio includes Foster + Partners, Zaha Hadid Architects, Red Sea Global, Ellison Institute of Technology, and Four Seasons. The studio provides a full range of visual communication services for real estate developers, including brand strategy, naming, CGI production, brand films, 3D floor plans, and digital twins.
