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Jack Osbourne has responded to criticisms of the interactive digital Ozzy Osbourne avatar the family announced at Licensing Expo 2026 last week.
During a livestream Q&A on Jack’s YouTube account on Friday, he was asked about the initial reaction to the avatar announcement.
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The question came from YouTube user @NickiKnot, who asked, “Loved today’s announcement especially as a podcast fan who’s heard Ozzy discuss AI many times in relation to his legacy. Are you expecting mixed initial reactions from fans who may not know his views?”
Jack said in response to the criticisms, “Here’s the thing, it’s gonna be so tasteful what we’re doing. It’s not gonna be fucking lame. 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, and it’s kind of wild how it will be utilized.”
He also mentioned briefly having spoken with Ozzy about the potential of such a project before his passing.
At the expo, Sharon had said, “You can ask Ozzy anything, and he will answer you in his own voice – and the answers will be what Ozzy would have said. We’re going to take it all around the world. People can talk to him and he will talk back.”
Jack, who was also on the panel, added, “It’s kind of scary how it’s really very accurate. He will exist digitally as himself for as long as we have computers. Technology has come such a long way to where it’s almost drag and drop. You could shoot a template for a commercial … literally prompt what you want Digital Ozzy to do in that commercial and you just drop it in. It’s that simple now.”
This is but one of many projects surrounding the late Black Sabbath singer, who passed away at age 76 last year, including an upcoming biopic on the love story between Ozzy and Sharon expected in 2028.
Watch Jack Osbourne’s aforementioned livestream Q&A below.
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