Jack Osbourne says poor explanation fueled backlash over digital Ozzy

Jack Osbourne has taken responsibility for how he initially explained his family’s planned digital version of Ozzy Osbourne, saying his presentation helped fuel the negative reaction. Speaking on Great Company with Jamie Laing in an interview posted October 21, 2026, he said he had not been prepared to explain the project properly.

Jack said some people appeared to believe the avatar would be used to sell products such as cellphones. He described the initiative instead as a way for the family to establish control over his father’s digital likeness and intellectual property as AI entertainment develops.

Jack and Sharon Osbourne announced their partnership with HYPERREAL in May of 2026. Sharon said the plan would allow fans to ask questions and receive responses in Ozzy’s voice. HYPERREAL CEO Remington Scott said the avatar used only authenticated material approved by the family.

In June, Jack described the technology as a closed AI system without an internet connection. He said its database would contain statements his father had made or information accurately recorded about him, and emphasized that the family would create, own and control the digital likeness.

The avatar had been scheduled to appear in Proto Luma units in the U.K. and U.S. over the summer, but those appearances did not happen. Its debut date remains unknown.