AI is here to stay. Here’s how mortgage brokers should be using it
Trust in AI to help find a home in the US has dropped by 14 percentage points over the last year, the Cotality survey showed, from 30% in 2025 to 16% in 2026.
Preference for working with a human, meanwhile, has jumped for US homebuyers. Fifty-five percent (55%) of buyers said they would prefer using human help to find their mortgage – up from 46% in 2025 – and 66% say human professionals are more valuable than AI for legal assistance.
The broker-client relationship itself is simply too consequential to hand to automated tools, according to Calla. “The mortgage journey is one of the most important financial decisions people make,” she said. “Clients deserve advice tailored to their goals, not generic answers.”
She said her team views AI-literate clients as an opportunity, rather than a threat to the broker-client relationship. “It’s often clear when someone has started with AI, and we see that as an opportunity to connect,” she said.
“The real value comes from the conversation, where strategy, education, and relationships come together.”
