Jack Osbourne has responded to criticism over the newly announced Ozzy A.I. avatar, saying the project is far more thoughtful and technically advanced than some critics have assumed. During a May 22, 2026 livestream, Jack said the family intends to make the avatar “so tasteful” and stressed that it is not just a cheap digital trick.
He explained that the avatar is being created through Hyperreal and Proto Hologram, using what the companies describe as authenticated source material and advanced digital-human technology. Jack said the process is “really complex,” adding that this is “not just like hooking up an image of my dad to ChatGPT.” He called it “high-level technology” that would feel very real.
Jack also made clear that he believes Ozzy himself would approve. He said he and his father had actually discussed doing something like this before Ozzy died, and Jack concluded, “I know he would be into this.”
The avatar will appear in Proto Luma units in the U.K. and U.S. starting in late summer, with Hyperreal and Proto saying the project is built from approved and consented material from the Osbourne family. Sharon Osbourne also weighed in earlier, saying the possibilities are “endless.”
The announcement has already sparked debate online, but Jack’s message is that the project is meant to extend Ozzy’s presence respectfully, not replace him. As he put it, the family wants the avatar to feel like a continuation of Ozzy’s “heart and soul,” not a gimmick.
