Jack Osbourne Says AI Ozzy Avatar Will Be “Tasteful” and “Complex”

Jack Osbourne pushed back against criticism of the upcoming AI-powered Ozzy Osbourne avatar during a livestream Q&A on Saturday. The project, created with Hyperreal and Proto Hologram, was unveiled at Licensing Expo 2026 and quickly drew mixed reactions from fans. Jack addressed the concerns head on.

“Here’s the thing, it’s gonna be so tasteful what we’re doing. It’s not gonna be lame,” he said. “It’s really complex what we’re doing. This isn’t just like hooking up an image of my dad to ChatGPT. This is some high-level technology that we’re gonna be working with, and it’s gonna feel very real.”

He revealed that he had spoken with Ozzy about similar ideas before the singer’s death last year. “We actually talked about it before he passed, about doing something like this. I know he would be into this,” Jack added. Sharon Osbourne, at the announcement, explained that the digital Ozzy would answer questions in his own voice, delivering responses Ozzy himself would have given.

The technology, according to Hyperreal CEO Remington Scott, operates in real time using patented Digital DNA to build a living performance from authenticated, consented source material curated by the family. The avatar will be available in Proto Luma units in the U.K. and U.S. later this summer. Jack acknowledged the technology’s unsettling accuracy: “It’s kind of scary how it’s really very accurate.”