Artificial intelligence is making it increasingly difficult for travellers to determine whether short-term rental listings accurately reflect the properties being advertised. As AI-generated and digitally enhanced images become more common, Canadian consumers are being urged to examine accommodation photos carefully before booking.
Suspicious Airbnb Photos Prompt Traveller to Change Plans
Josh Wells, a college student from Iowa, was planning his first international trip to Montreal when he noticed unusual details in several Airbnb listings.
Some hosts appeared to have unusually polished profile pictures, raising concerns that the images might have been created using artificial intelligence.
“Your average person taking an iPhone photo, there’s obviously like a little bit of imperfections,” Wells told the CBC’s Cost of Living. “The AI photos, they just looked too perfect.”
Wells continued searching and nearly booked a property before spotting another suspicious detail.
A piece of wall art appeared to display the word “Picasso,” but its appearance changed between photographs of the same room.
“The text was all warped and funky,” he said. “I’m just like, ‘Yeah, OK, this is AI.”
Concerns Over Authenticity Influence Booking Decisions
The inconsistencies convinced Wells to abandon the listing. He ultimately chose an apartment-style hotel rather than risk booking accommodation that might not resemble its advertised appearance.
“The fake profile picture is one thing, but listings of the actual place that you’re staying at and spending thousands of dollars was an immediate no for me,” Wells said.
Similar concerns have emerged elsewhere in Canada.
In July, an Ottawa family reported that their daughter arrived at a Toronto Airbnb and discovered significant differences between the advertised photographs and the actual room.
Airbnb acknowledged that the listing did not accurately represent the property and issued a refund, although it did not confirm whether AI technology had been used.
AI Photo Editing Creates New Challenges for Rental Platforms
Francis Syms, associate dean in Humber Polytechnic’s faculty of applied sciences and technology in Toronto, says accessible AI tools have made sophisticated image editing faster and easier.
Platforms including ChatGPT, Claude, Google’s Gemini and various tools available through Hugging Face allow users to modify photographs with relatively little technical knowledge.
“In a matter of 10 seconds, you can upload a picture to one of these sites and ask it to remove all the smudges or to change the furniture,” Syms said. “You’ll get that image back maybe 30 to 60 seconds later.”
When Does Photo Enhancement Become Misleading?
Daniel Guttentag, an associate professor of hospitality and tourism management at the College of Charleston, says distinguishing acceptable photo improvements from deception is increasingly complicated.
“If you put in a fake hot tub on the back patio, I think basically everyone would agree that that is a blatant misrepresentation of what one’s unit offers,” he said. “Whereas if you just start to play with the lighting a little bit … I think most people would be comfortable with that.
“But then there’s a whole lot of space in between, when it crosses that line into, ‘Wait, this isn’t what I signed up for.'”
Guttentag also warned that manipulated photographs could potentially be used to support false property damage claims.
In 2025, a London traveller disputed an Airbnb damage claim exceeding £12,000, approximately $22,665 Canadian, after questioning photographs of an allegedly damaged coffee table.
Airbnb initially sought more than £5,000 in compensation but later fully refunded the guest following media coverage.
Airbnb Policies and Canadian Consumer Protection Laws
Airbnb says its policies require hosts to represent properties accurately.
The company may request the removal of images that digitally conceal damage, introduce nonexistent amenities or otherwise materially misrepresent accommodation.
Guests who encounter misleading listings can contact Airbnb’s support team. Through its AirCover program, the company may assist with alternative accommodation or refunds when problems cannot be resolved.
Canadian Laws Already Address Misleading Advertising
Toronto-based competition and advertising lawyer Steve Szentesi says Canada does not currently have AI-specific legislation addressing deceptive advertising, but existing consumer protection laws can apply.
The federal Competition Act prohibits misleading advertising regardless of whether claims appear in written descriptions, photographs or other media.
Provincial and territorial consumer protection legislation provides additional safeguards.
Travellers who believe a rental property has been misrepresented can report the issue to the booking platform, submit a complaint to the Competition Bureau or contact their provincial or territorial consumer protection authority.
Meanwhile, California introduced requirements under its Artificial Intelligence Transparency Act in August 2026 to help consumers identify certain AI-generated or altered digital content.
How Canadian Travellers Can Identify Potentially AI-Generated Airbnb Photos
Experts recommend examining listing photographs carefully before making reservations, particularly for expensive accommodation or longer stays.
Potential warning signs include:
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Crooked door frames, countertops or tile lines.
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Furniture with unusual shapes or inconsistent proportions.
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Shadows and reflections that do not match the room’s lighting.
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Blurry, distorted or unreadable text on artwork and books.
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Noticeable differences between photographs showing the same space.
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Images that appear unusually polished or lack natural imperfections.
Syms also recommends using Google Lens to conduct reverse-image searches. This can help determine whether a photograph appears elsewhere online or may have been taken from an unrelated property.
Travellers can also compare listing photographs with previous guest reviews and request clarification from hosts when details appear inconsistent.
Trust Remains Essential to the Short-Term Rental Industry
Guttentag says accurate photographs are particularly important because guests cannot inspect most short-term rental properties before arriving.
“You can’t try it on in advance, like a pair of shoes,” he said. “You have to have the confidence and the trust that it’s going to live up to your expectations.”
Misleading images may attract initial bookings, but disappointed guests could leave negative reviews or abandon the platform entirely.
For Wells, the Montreal experience has increased his caution without completely ruling out future Airbnb reservations.
“I am open to it again as long as there’s just no fake AI listings involved.”
As artificial intelligence becomes more widely used in online advertising, transparent property listings and careful verification will remain important for protecting Canadian travellers and maintaining confidence in short-term rental services.
Francesco Petrarca is a writer for ThePacket.ca, covering news, politics, business, technology, sports, entertainment, and lifestyle. He is committed to clear and reliable reporting, providing readers with useful information, timely updates, and stories that highlight important developments and current affairs.