Netflix star Ryan Serhant is getting cloned: AI avatar set to create 2,200 posts per month

TVS News AI, editorially supervised, presents Netflix star Ryan Serhant is getting cloned: AI avatar set to create 2,200 posts per month.

Ryan Serhant talks a lot — and now he does so even when he's not actually standing in front of the camera himself. The star of the Netflix series "Owning Manhattan" is working with the AI video startup HeyGen and is having a digital twin built for his social media channels. The context: his company already produces around 2,200 posts per month — and the avatar is meant to help scale that further, without Serhant or his roughly 100-person production team having to film every clip themselves.

What Serhant's company already delivers today

Serhant is not simply a TV broker — he's the head of an empire that, according to the Variety report, spans more than 19 US regions. A dedicated in-house production department, the report says, employs around 100 people to feed the brand across social networks — YouTube, Instagram, and other platforms. The fan base numbers millions of followers in total. At that level, content isn't a side gig but its own line of business that needs to be replenished every month.

What the HeyGen avatar will actually do

HeyGen is a startup that builds personalized AI avatars — digital copies of people who say on video whatever text a user feeds them. For Serhant, this is set to become, according to the Variety report, a new social media presence whose persona is modeled on his own likeness. The Dutch trade publication Headliner already has a name for the avatar: @HeySerhant. Through this channel, real estate content is reportedly to be pushed out daily, while Serhant continues to run his brokerage firm and his TV production.

Scaling with an AI-native mindset

The partnership joins a growing list of celebrities who are outsourcing their brand to a digital twin. The AI industry platform AGI Hunt, in its summary, calls it another high-profile case of a celebrity IP scaling its content production via a digital twin. For Serhant, though, it's more than just a tech gimmick: his company SERHANT. markets itself as an AI-native real estate and media company and, at the end of June 2026, expanded into Houston, Austin, San Antonio, and Dallas with a combined launch volume of $15 billion. An AI avatar fits the self-image perfectly — it's simultaneously a marketing tool and a demonstration of the company's own AI capabilities to clients and brokers.

What remains open so far

How large the share the avatar will take on in monthly content production going forward is not made clear in the Variety report. Details on contract duration, compensation model, and the question of how much editorial control Serhant retains over what his digital twin says also remain unanswered. What is clear is the goal: more output with less of his own camera time.