Ryan Serhant creates a daily AI-avatar channel with HeyGen, keeping market takes under review

Ryan Serhant is putting an AI version of himself on a daily publishing schedule—but not handing it control of his market commentary. In an October 13 HousingWire interview, the real estate entrepreneur described the approval process and business goals behind @HeySerhant, the yearlong avatar channel he launched with HeyGen on October 8.

HeyGen’s launch announcement commits the new social channel to original content every day for 12 months, using an avatar created from Serhant’s likeness and voice. The company says every post will be clearly labeled as AI. Its announcement directs viewers to Instagram and TikTok; Variety also reported plans for the account to appear on X.

Daily advice, not a synthetic day in his life

The channel is designed around expertise rather than access to Serhant’s private life. Its announced subjects include real estate and market perspectives, leadership lessons, and answers to questions agents ask him. Serhant told HousingWire that sales, brand-building and growing a business are also part of the material he and his team are shaping.

That is a different assignment from the personal content associated with the Owning Manhattan star. In his October 8 Variety interview, Serhant said the avatar account would not produce his day-in-the-life videos or clips featuring his daughter, Zena. He described it as an addition to his existing presence, not a replacement for the connection audiences have to his life and brand.

Serhant’s stated problem is a shortage of filming time, not a shortage of ideas. He told Variety that running businesses, selling properties and making television left lessons he could not always turn into content. HeyGen marketing chief Andrew Mok framed the avatar’s role accordingly: audiences could hear from Serhant every day without requiring him to appear on camera every day.

The avatar gives us a new production engine, but the ideas, perspective and judgment still come from me.

Ryan Serhant, speaking to HousingWire

The camera changes; the approval process remains

The production sequence starts with Serhant’s ideas and insights. According to HeyGen, he helps shape and approve the topics and messaging before the company uses those inputs to generate videos featuring his digital likeness and voice. HeyGen describes its technology as built to preserve an individual’s visual identity, voice and mannerisms across repeated videos; that is the company’s description of the system.

The newer interview adds a specific boundary: anything topical or connected to current market conditions requires Serhant’s individual sign-off. He and his team continue to shape the channel’s subjects and messaging. The arrangement therefore automates his appearance in the videos while retaining his stated responsibility for what they say.

For other agents, Serhant argues that reducing filming and editing time could make regular video more practical without displacing client work. He told HousingWire that face, voice, expertise and reputation remain important in a business built on trust. His proposed benefit is more consistent visibility while agents are out doing their jobs—not replacing the agents themselves.

A business test beyond the view count

Serhant says views and followers will be interesting, but they will not settle whether the project works. He wants to learn whether people find the advice useful, whether knowing it is AI changes their engagement, and whether the attention leads to business conversations. In the HousingWire interview, he offered several more concrete signals:

• Someone discovers his brokerage, SERHANT., through @HeySerhant.
• An agent gets a lead or a potential client reaches out.
• A viewer returns daily because the advice is valuable.

The full-year commitment is meant to give the team time to learn what works, what does not, and how audiences respond. Serhant says those lessons will guide decisions about where the technology can create value for his business and potentially other agents. Those are the project’s intended outcomes, rather than demonstrated results from the newly launched channel.