The Federal Communications Commission announced a plan Tuesday to help consumers identify and block artificial intelligence-generated robocalls. The plan, if passed, could impact a key part of real estate agents’ approach to lead generation.
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The Federal Communications Commission plans to tighten controls on robocalls generated by artificial intelligence.
Jessica Rosenworcel | Image Source: Federal Communications Commission
FCC Chairman Jessica Rosenworcel announced her plan on Tuesday to require callers to disclose artificial intelligence-generated robocalls with the consumer’s explicit consent beforehand. Rosenworcel said that callers would be required to re-disclose every AI-generated call they make, even with explicit prior consent, a measure that would help consumers “identify and avoid” “the presence of higher Fraud and Other Scam Risks” phone calls.
The plan also calls for the development of technology to help consumers identify and block unwanted AI-generated calls and protect “positive uses” of AI-generated calls for consumers with disabilities.
Rosenworcel said her proposal builds on several recent actions the FCC has taken to regulate robocalls, including passing a declaratory ruling that voice cloning technology is illegal and imposing a Influential New Hampshire man who made voice-copying robocalls was fined $6 million.
The plan will undergo a three-part voting process, starting with the FCC’s public meeting in August. If approved by council members, it will undergo public comment and a final vote before implementation.
While the program doesn’t reference any specific industry, it addresses a key component of many real estate agents’ lead generation programs and the emerging technology of using artificial intelligence to automate cold calls.
Last year, Texas-based franchisee Keller Williams settled a $40 million class-action lawsuit involving its agents’ unsolicited pre-dial calls to consumers without their consent. Recorded telemarketing calls. The lawsuit relies on the Telephone Consumer Protection Act of 1991 (TCPA), which Rosenworcel cited multiple times in Tuesday’s statement.
“Bad actors are already using artificial intelligence technology in robocalls to mislead consumers and mislead the public,” she said in a written statement. “That’s why we want rules in place to enable consumers to avoid this garbage and make the a wise decision.”
Katie Lance
Marketing expert Katie Lance said in an email to Inman that Rosenworcel’s proposal is a “significant development” that agents and brokers should not ignore.
“For agencies who rely on artificial intelligence to streamline marketing tasks, this move highlights the importance of ethical and compliant use of artificial intelligence,” she said. “Artificial intelligence is revolutionizing our industry by enabling more personal and efficient communications with customers; however, it is critical for agents to understand the boundaries of these tools to ensure they do not infringe on consumer privacy or regulatory standards.
Lance said artificial intelligence must be used responsibly, and now is the time for agents to review the artificial intelligence tools they are using and adjust how they are used.
“For agents, this means being vigilant about the sources and methods of their AI tools, ensuring they comply with all relevant regulations, and focusing on building real connections with customers,” she said. “Artificial intelligence should enhance our efforts, not replace the personal touch that is so crucial in real estate.”
Email Marianne McPherson
