Mortgage research is changing under our feet.
AI tools like ChatGPT now serve up instant, authoritative-sounding answers on rates, qualification rules, and product options before anyone even thinks about calling a broker or lender.
A recent Psychology Today article warns that when coherent answers are this easy to get, people may be more inclined to rely on them — rather than engage in the harder, more time-consuming work of developing a deeper understanding.
For mortgage originators, this creates both a challenge and an opportunity, and recognizing it is the difference between adapting to the AI era and watching it adapt around you.
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Building strategies to counter this trend sits at the centre of our mission at MLN because AI carries existential consequences for those who assume it’s a passing fad or slow-moving trend.
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