Sharon Osbourne has revealed new details about the upcoming A.I.-powered avatar of her late husband, Ozzy Osbourne, saying she wants the digital version of the rock icon to make its debut in his hometown of Birmingham before launching internationally.
The avatar project, which is set to roll out in the U.K. and U.S. over the summer, has already sparked widespread discussion among fans due to its use of advanced holographic and conversational A.I. technology designed to recreate Ozzy’s likeness, voice, and personality in interactive form.
Speaking to BBC Radio WM, Sharon explained that the first public appearance should be deeply tied to Ozzy’s roots.
“It’s going to go around the world, we’re going to take it around the world, but it has to be in Birmingham first,” she said.
She also praised the level of detail achieved in the digital recreation, suggesting the technology has reached a remarkably lifelike standard.
Sharon continued: “I’ve seen the tests that they’ve done of Ozzy and you can see every pore on his face, his beard’s coming through, it’s that detailed.
“You can go and talk to Ozzy and ask him anything you want and he will talk back to you, you can have your photo taken with Ozzy. Ask him anything you want, and he can talk to you.”
Sharon added that the experience is designed to feel emotionally impactful for fans interacting with the digital version of her husband: “He can tell the audience he loves them. He can just be Ozzy. After you get over the tears, it’s brilliant.”
During a May 22 livestream on his YouTube channel, Jack Osbourne addressed criticism surrounding the announcement of the A.I. avatar of his father, Ozzy Osbourne, which is being developed through a partnership between Hyperreal and Proto Hologram.
Jack pushed back against assumptions that the project is simply a basic chatbot or image overlay, emphasizing the level of development involved.
“Here’s the thing: it’s gonna be so tasteful what we’re doing. It’s not gonna be f**king lame… And it’s really complex what we’re doing,” he said (as transcribed by Blabbermouth). “This isn’t just like hooking up an image of my dad to ChatGPT. This is going to be… Yeah. 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. But it’s awesome. It’s really cool, and it’s something that I think my dad would be into. ‘Cause we actually talked about it before he passed, about doing something like this. So, yeah. I know he would be into this.”
According to the announcement, the “Digital Ozzy” avatar will be deployed through Proto Luma units—life-size holographic devices designed to deliver immersive, volumetric digital performances. These systems feature an 86-inch multi-touch display, 4K resolution visuals, spatial computing capabilities, high-fidelity audio, and conversational A.I. functions that allow real-time interaction.
The technology will roll out in the U.K. and U.S. beginning in late summer.
Proto Hologram describes its platform as a leading hologram and spatial computing system already used across industries including entertainment, healthcare, education, finance, and retail. Meanwhile, Hyperreal positions its Digital DNA system as a patented end-to-end method for capturing and recreating a performer’s likeness, voice, motion, and performance traits in digital form.
During last week’s Licensing Expo 2026 in Las Vegas, Sharon and Jack discussed a new partnership between the Osbourne family and Hyperreal focused on digitally recreating Ozzy’s likeness.
Speaking at the event, Jack explained that the company is building what he described as “the digital DNA of Ozzy Osbourne, voice, image [and] movement.”
According to Jack, the technology has evolved rapidly in recent years to the point where realistic digital recreations are becoming much easier to produce.
“It’s kind of scary how it’s really very accurate,” he said. “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.”
Sharon also spoke enthusiastically about the possibilities of the project.
“The things that you can do with that are just endless,” she said.
She later added: “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.”
Hyperreal has already worked on several similar projects in recent years. Among them was a life-sized holographic version of late comic book creator Stan Lee that appeared at last year’s Los Angeles Comic Con, where fans could interact directly with the A.I.-powered avatar. The company has also created digital likenesses of Paul McCartney, The Notorious B.I.G. and Mike Tyson.
Ozzy Osbourne passed away on July 22, 2025, at the age of 76. His death certificate later confirmed that he died from a heart attack, with coronary artery disease and Parkinson’s disease listed as contributing factors.
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