Texas quarterback Arch Manning apologized Tuesday for laughing at an AI-generated video depicting coach Steve Sarkisian slapping ESPN reporter Holly Rowe, a clip that drew more than 20 million views.
Texas quarterback Arch Manning apologized Tuesday for laughing at an AI-generated video depicting Longhorns coach Steve Sarkisian striking ESPN sideline reporter Holly Rowe, capping a 24-hour cycle in which the clip drew tens of millions of views and turned a routine press availability into a national controversy.
"In my press conference yesterday, I made an insensitive comment about an AI video," Manning wrote in an Instagram story. "There is nothing funny about it. It's easy to say I didn't mean it, but I know my words and actions were hurtful to a lot of people. I do not take that lightly and am deeply sorry for that."
He added a direct apology to Rowe: "I specifically want to apologize to Holly Rowe for what she has personally had to deal with because of my comments. I have a ton of respect for her and appreciate her showing me grace in this moment. I need to do better and will be more thoughtful going forward."
What Manning said
The exchange occurred Monday during Manning's media availability, when a reporter asked whether he had seen social media edits of the chaotic scenes following Texas' 24-23 comeback win over top-ranked Ohio State on Saturday. According to CBS Sports, Manning replied with a laugh: "I saw a few AI edits but that's about it. I saw an AI edit of Sark's interview. Of him slapping [reporter] Holly Rowe? Yeah, it's hilarious." UPI reported that Manning described the video as "a good one" while laughing.
A portion of the assembled Texas press corps can be heard laughing along in the video. Evan Vieth, the reporter who asked the question, posted the clip to X with the caption that Manning's answer was "gold." The video went viral Monday evening and had been viewed more than 20 million times by Tuesday morning, according to CBS Sports.
The video and its origin
The clip Manning referenced was not real. During Saturday's game, Sarkisian walked away from a customary postgame interview with Rowe, shouting "Texas fight! Hook 'em!" before running off. Rowe was visibly annoyed afterward. A social media user then used AI to generate an altered version of the footage showing Sarkisian turning back, slapping Rowe in the face and yelling at the camera. The fabricated video circulated online before Manning's comments dramatically amplified its reach.
The episode unfolded against a broader backdrop of friction between Sarkisian and ESPN's broadcast crew. Sarkisian also left a halftime interview with reporter Laura Rutledge, saying he had been made to wait too long. Rutledge said on air that he apologized to her at the time and that a technical issue following Ohio State coach Ryan Day's interview was to blame, and ESPN issued a public apology to Sarkisian through Rutledge at the start of the third quarter.
Rowe responds
Rowe confirmed Tuesday that she and Manning had spoken, and said she would keep the conversation private.
"Thank you Arch," she wrote on X. "I appreciate our conversation about this -- which will remain private. Apology accepted. We move forward with respect and kindness for one another."
Context
Manning, 22, is the son of Cooper Manning and nephew of former NFL quarterbacks Peyton and Eli Manning. He threw for 195 yards in the win over Ohio State and is widely projected as the No. 1 overall pick in the 2027 NFL Draft. The 2-0 Longhorns host UTSA on Saturday.
The incident also highlighted the growing role of AI-generated content in sports media. Synthetic edits of coaches, players and reporters have become increasingly common on major platforms in recent years, frequently deployed as humor or misinformation and sometimes depicting violence against their subjects.
Neither Texas athletics nor ESPN has issued additional public comment beyond Rowe's statement.