The Darkness frontman Justin Hawkins has shared his perspective on the newly announced Ozzy Osbourne artificial intelligence avatar. The digital project, developed through a collaboration between the Osbourne family, digital human technology company Hyperreal, and Proto Hologram, utilizes a patented Digital DNA process to create an interactive avatar capable of conversing, moving, and responding like the legendary singer.
Speaking in a new video on his YouTube channel, “Justin Hawkins Rides Again“, the vocalist explained that while he views the interactive avatar as an entertaining tool for fan engagement, he harbors concerns regarding the long-term monetization of deceased artists. Justin Hawkins questioned the ethics of utilizing AI predictive mechanisms for commercial advertisements or film appearances once an entertainer has passed away.
”I think an interactive Ozzy A.I. is a bit of fun for fans. There’s no problem with it, really. I think the thing that sort of reeked of cynical kind of activities or anything sort of nefarious would be, like, there was brief mention in some of the literature surrounding this announcement that the Ozzy avatar might be used for things like adverts and stuff, and then clearly that’s just… It’s using A.I.’s kind of brain-simulating predictive response nature and mechanisms to continue to monetize Ozzy‘s existence. And I think at a certain point, in an entertainer’s career, they almost become a caricature of themselves. And in this instance, the only thing that remains is the caricature itself, and the person has, unfortunately, passed away and is no longer with us. So it is a little bit like ghosty stuff in some ways, because I think what the A.I. is gonna create is an echo of Ozzy, as it were. And it’s not just Ozzy, of course. There’ll probably be a Freddie [Mercury] one… But I think to have your picture taken with it and have some fun, there’s no problem. I think it’s a bit of a bloody cheek if they you suddenly see an avatar of a rock star that’s passed away appearing in a movie for a film, for a fee. That is a bloody cheek, isn’t it?” he explained.
The technology behind the project aims to replicate the singer’s personality traits to provide an immersive experience, a trend Justin Hawkins notes will likely expand to include other iconic rock figures like the late Queen frontman Freddie Mercury.
The avatar project is scheduled to launch across the United Kingdom and the United States over the summer. The initiative utilizes advanced holographic imaging and conversational AI technology designed to replicate Ozzy Osbourne‘s physical likeness, voice, and personality in an interactive format for audiences.
Speaking recently with BBC Radio WM, Sharon Osbourne explained that the initial public unveiling of the project must be tied directly to the musician’s origins.
“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.
Sharon discussed the technical precision of the digital recreation, noting that the resolution achieves a highly lifelike standard. According to her description, the technology allows fans to engage directly with the avatar through real-time conversations and photo opportunities.
“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,” she continued.
Sharon added: “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.”
She added that the interactive experience aims to provide an impactful connection for followers of the late singer.
“He can tell the audience he loves them. He can just be Ozzy. After you get over the tears, it’s brilliant,” she concluded.
Speaking during a May 22 livestream on his YouTube channel, Jack Osbourne responded to the backlash that followed the announcement of the initiative. The project is intended to produce an interactive digital version of Ozzy capable of speaking, moving, and reacting in a highly realistic manner. Together, the two companies will install the interactive avatar inside Proto Luma units across both the United States and the United Kingdom.
Jack also rejected the idea that the project is merely a simple chatbot or basic visual overlay, stressing that a significant amount of technology and development has gone into it.
“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. 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,” he said at the time..
During “The Enduring Legacy Of A Rock Icon And His Family: Ozzy Osbourne And The Osbournes” panel at the Licensing Expo in Las Vegas, Sharon Osbourne and Jack Osbourne revealed that the upcoming artificial intelligence avatar of Ozzy Osbourne will be officially deployed inside specialized, life-size hologram machines starting late this summer.
The hardware itself consists of patented, freestanding holoportation devices equipped with an 86-inch multi-touch volumetric display. Operating in 4K resolution with built-in high-fidelity speakers, the units integrate spatial computing and conversational A.I. capabilities. This setup allows the digital version of Ozzy Osbourne to hold real-time, bidirectional conversations with fans. Proto’s spatial compute platform is already utilized globally across industries like entertainment, retail, and healthcare, while Hyperreal holds the exclusive patented end-to-end system for executing authenticated multi-sensory avatars across voice, likeness, and performance character.
During the initial announcement, Jack Osbourne said following regarding the avatar’s capabilities:
“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.”
Sharon Osbourne echoed the endless possibilities of the technology, emphasizing that fans across the globe will eventually be able to interact with the late singer in real-time. Discussing the ultimate goal of the project, she explained:
“The things that you can do with that are just endless. 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.”
Beyond the ambitious A.I. avatar project, the panel outlined several major upcoming endeavors designed to celebrate the frontman’s enduring cultural impact. Fans can look forward to a highly anticipated biographical film, a special “Back To The Beginning” theatrical project centered around Ozzy Osbourne and Black Sabbath, and the official return of the Ozzfest festival in 2027.
The Osbourne family is also preparing for the upcoming 25th anniversary of their groundbreaking reality television series, “The Osbournes“, arriving in 2027. To coincide with the milestone, the family is focusing heavily on expanding their licensing program across fashion collaborations, collectibles, and lifestyle products that reflect the authentic, rebellious spirit of the brand.
Ozzy Osbourne passed away on July 22, 2025, at the age of 76, following a fatal heart attack. According to his death certificate, the legendary musician had also been suffering from coronary artery disease and Parkinson’s disease.
