In May 2016, Bush was selected to be the co-host of the third hour of NBC's Today. He served as a replacement for Willie Geist.
On October 7, 2016, The Washington Post reported that video footage was released of Donald Trump having a lewd conversation with Bush, with Trump either unaware or unconcerned that his microphone was active. Bush is heard laughing about Trump's failed effort to seduce a married woman, and joining in by commenting on actress Arianne Zucker's appearance, calling her "hot as shit." The video was made on the NBC Studios lot in the course of videotaping an Access Hollywood episode in mid-September 2005, promoting Trump's cameo appearance in an episode of daytime soap opera Days of Our Lives to promote The Apprentice.
However, Bush received criticism online and calls for his resignation from the show, with The Washington Post stating, "Bush's public image was damaged—perhaps beyond repair." He issued an apology, stating: "Obviously I'm embarrassed and ashamed. It's no excuse, but this happened eleven years ago. I was younger, less mature, and acted foolishly in playing along. I'm very sorry." Bush was 33 years old at the time the video was made. On October 9, 2016, NBC announced that Bush was suspended from Today for his role in the 2005 video. He was suspended pending an internal review. By October 17, Bush had been fired.