Fans were shocked when Guy Fieri debuted his "new look" on Instagram last week.
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The video, posted on his birthday, Jan. 22, reveals that the Food Network star dyed his blond tips brown and, instead of spiking it up, he's combed it to the side.
His trademark goatee? Shaved off. He's trying a new wardrobe, too. No more T-shirts and shorts for Fieri. Now it's a button-down long sleeve and khakis. The caption reads, "New Year. New Guy. New Look."
"Hey there! After so many years of celebrating my birthday as Guy, I figured this year I'd celebrate it as just a guy," he says in the video. "Happy birthday to me."
Fieri's son commented, "Dad... when did you start selling insurance?"
It's been revealed that the Diners, Drive-Ins and Dives host's new look isn't due to a career change. Rather, it's for an upcoming Super Bowl commercial for Bosch.
But fans are wondering if Fieri's transformation to "just a guy" was aided by AI. We have the answer below.
Fieri's Own Mom Didn't Believe It Was Him
Of course, some citizens of Flavortown took issue with the video, saying it was AI-generated.
"The water used to make this AI slop could have provided for an entire village in need," one user wrote. "Happy Birthday though!"
Another added, "I love you Mr. Fieri but please don't use A.I. it makes nature sad."
Fieri said that even his own mother was fooled by the video.
"I sent the picture to my mom, and she said, 'Who is that?'" he explained to PEOPLE. "She said, 'It really looks a lot like you, but I know it's not you.' I said, 'Mom, that's me.'"
No AI Was Used To Make Guy Fieri Into "Just a Guy"
Both Fieri and Bosch insist that AI was not used to enhance the host's new look.
"Guy's birthday post is not AI," said a Bosch spokesperson. "The video was shot with Guy Fieri himself, and the Justaguy transformation was achieved using high-end post-production visual effects."
The culinary star said it took two hours each day to apply the wig in the ad. Even his wife didn't recognize him.
He said, "She'd look at me and go, 'Oh — it's you. I didn't even know it was you.'"
Fieri said that longtime fans aren't prepared for his upcoming Super Bowl commercial, warning that they are "not ready." All will be revealed on Feb. 8.
