The original image featured a heavily stylised, AI-generated battlefield scene, complete with military helicopters, explosions, and a “sold” real estate sign bearing Hewitt’s branding.
Additional text on the image included slogans such as “Deals done, bombs falling, still #1” and “Closed, not scared”.
The post quickly drew criticism for appearing to make light of a deadly international conflict to promote real estate services.
In a statement, Hewitt apologised, saying the image had been shared among other AI-generated content from unknown sources.
“I want to address a recent post that has been shared, along with various other AI hoax imagery from unknown sources, that has understandably caused concern and upset,” she said.
“The intention behind my original post was to highlight results in a challenging market, but I recognise that the real-world conflict connection was inappropriate and insensitive.
“I sincerely apologise to anyone who was offended or impacted. That was never my intention, and I understand why it has been received the way it has.”
Hewitt told the Herald: “I’m incredibly embarrassed about what was a total oversight on my part.
“I didn’t think at all, and I take full responsibility for that. When someone gave me feedback on it (we all need those people in our lives), I realised that I had been totally disconnected from the realities of the war and the very real pain people are being caused at the moment.
“What started as an attempt to bring a feeling of security to people selling their homes – which is what I hope people will feel when working with me in times like these – ended up doing the opposite, and made light of something that is causing enormous suffering. I’m truly sorry for that."
Ben Tomsett is a multimedia journalist based in Dunedin. He joined the Herald in 2023.
