Guy Fieri has explained why he debuted a new makeover for his 58th birthday after fans accused the look of being AI-generated. The Food Network star, known for his signature blonde spiked hair, posted an Instagram video on Friday without his trademark hairdo or facial hair, instead sporting a brown haircut with a side-part and a normcore outfit.
Fans were shocked and expressed disappointment when they thought he was using AI to create the clip. However, Fieri underwent this transformation in real life for an upcoming Super Bowl commercial for Bosch, a German engineering company. In the ad, he plays a character called “JustaGuy,” wearing the outfit and wig from his Instagram video.
“If you’re going to go big, go big,” he told People about working with Bosch. “They said, ‘Well, can you shave your goatee?’ And I said, ‘I would for this. This is such an important commercial.’” Bosch denied any accusations that his look was AI-generated, stating that the video was shot with Fieri himself and the transformation was achieved using high-end post-production visual effects.
The commercial, set to air during the February 8 Super Bowl, features Fieri as both his iconic chef persona and “JustaGuy.” Fieri said the filming took two days and was “the craziest 24 to 36 hours of my filming career.” He added, “It took two hours to put the wig on. When you see the picture, you’re either going to want to buy a life insurance policy from me or go out to Bingo.”
Fieri’s Super Bowl commercial comes as he continues to recover from tearing his quad muscle in half after falling down the stairs while filming his show, Flavor Town Food Fight. He described the injury as “the worst thing” he’s experienced in 20 years, but said he will be “up and ready and healthy and rolling by the time we hit the Super Bowl.”
