Zillow aims to help homebuyers envision themselves in a property—regardless of whether it’s empty or filled with someone else’s furniture. The company has launched an AI-powered virtual staging feature for its Premier Agent Showcase listings, enabling shoppers to toggle between multiple curated design styles and reimagine spaces in real time.

The new functionality adds an icon to select listing photos on Zillow Showcase. Clicking on it allows users to choose from design styles such as Scandinavian, industrial, luxury, or farmhouse. The AI instantly transforms the room—whether it's empty or already staged—and users can swipe between the original and virtual versions to compare. A refresh button randomly changes the furniture layout for added variety, and there's also an option to clear the room entirely, offering a blank-canvas view.

For Zillow, this AI-driven staging capability adds a competitive edge in the real estate market. According to internal research, 71% of sellers prefer to work with agents who use interactive media. Listings featured in Showcase have already been shown to sell faster and at prices approximately $7,000 higher than non-Showcase listings. Virtual staging builds on that success by turning static listing photos into engaging, immersive experiences.

The technology comes from Virtual Staging AI, a startup acquired by Zillow at the end of 2024. Until now, the system was primarily available through Aryeo, a photo delivery platform, for real estate photographers. By integrating it directly into Zillow’s consumer-facing products, the company is making virtual staging interactive and accessible on demand to anyone browsing listings.

This feature is also part of Zillow’s broader initiative to embed AI throughout every phase of the homebuying journey. Earlier this year, the company introduced SkyTour, an aerial viewing tool, and has been gradually incorporating computer vision and personalization features into search and recommendations. “Buying a home is not just a financial decision—it's an emotional one too,” said Amanda Pendleton, Zillow’s home trends expert. “Virtual staging helps people picture themselves living in a space.”

For buyers, this could mean seeing past someone else’s oversized sofa or bulky dining set. For sellers and agents, it offers a way to keep potential buyers engaged with a listing longer—perhaps bringing them one step closer to making an offer.