The relevance of the study lies in the need to adapt real estate service models to rapid digitalization and the increasing expectations of clients for personalized and technologically advanced service. The problem addressed is the imbalance between technological sophistication and the subjective perception of service quality by clients amid the widespread implementation of AI-driven and digital platforms. The purpose of the study is to identify how modern service technologies – artificial intelligence, digital platforms, and IoT solutions – affect customer experience quality in real estate organizations, and to define directions for developing hybrid models that integrate automation with human interaction. The methodological framework incorporated systematic and comparative analysis, content analysis, and expert assessment methods, as well as elements of behavioural and digital economics. The empirical base includes both Russian and international examples of AI and digital platform implementation in real estate management and brokerage services. The study identifies key parameters of contemporary customer experience – speed, transparency, personalization, and trust in digital tools. It also highlights the risks of losing the emotional dimension of service and the decline in trust toward automated systems. The findings demonstrate that while AI and digital platforms improve operational efficiency, overall client satisfaction depends significantly on maintaining a human-centered approach. The research concludes that hybrid service models combining digital tools with empathetic communication are essential for sustainable development. Recommendations include developing ethical standards for data use, ensuring algorithmic transparency, and improving digital literacy among real estate professionals.