European residential real estate operator Heimstaden is using ChatGPT Enterprise and Codex to reinvent how thousands of rental homes are managed — from pricing vacant apartments to generating listings, with human employees still reviewing and approving every decision.
The company chose OpenAI in June 2025 after evaluating several platforms, with a twofold goal: empower employees and rethink the processes at the heart of its business.
Heimstaden AI: Pricing, Listings and Virtually Staged Images
AI now supports all the key steps when a property becomes vacant: pricing through intelligence and recommendations built in ChatGPT Sites, advertising via AI-generated image styling and apartment descriptions, quality review where agents check live ads against Heimstaden’s standards, and market feedback that helps letting teams take corrective action and keep prices dynamic.
The savings are dramatic. In the Netherlands, the cost of producing a virtually staged property image fell from around €50 to less than €0.10 — a reduction of more than 99% — with an estimated annual savings potential of €130,000 in that market alone.
Heimstaden’s Three-Pillar AI Strategy
Chief Digital Officer Nikolaj Brammer says the strategy rests on three pillars: empowering employees through training and tools, a central transformation office with a network of AI champions, and strengthening the foundations by making property management systems and data models AI-ready.
The ambition, says Co-CEO Helge Krogsbøl, is to move toward increasingly self-operating buildings, where AI anticipates needs, coordinates work and supports decisions across the property lifecycle. “The purpose of our buildings hasn’t changed. We provide homes for people. But the way we operate them continues to change.”
Heimstaden (Credits: OpenAI)
Also Read: Uber Rolls Out ChatGPT Work to All 30,000 Employees in Major OpenAI Expansion
Source: OpenAI News — read the full story there.
