Jack Osbourne Admits Ozzy AI Avatar Backlash Was "My Own Fault"

Jack Osbourne is owning up to the mess. In a new conversation on Jamie Laing’s Great Company podcast, he said the backlash over the Ozzy Osbourne AI avatar was“my own fault,”admitting his comments at the May 2026 Licensing Expo made the project sound like the family was cashing in on his father’s death. Fans reacted hard, and honestly, you could see why.

Jack clarified that the real objective is securing ownership of Ozzy’s digital fingerprint and intellectual property, comparing it to the way Bob Marley and Michael Jackson’s estates handle their likenesses. In his words,“It’s no different than saying,‘I wanna own my images of my father.'”Sharon Osbourne had already pushed back on“money grab”accusations in an August Metal Hammer interview, so the family has been consistent about wanting control rather than product deals.

Meanwhile, there’s something fans can actually celebrate: Back to the Beginning, the concert film capturing Ozzy and Black Sabbath’s final show, opens in theaters October 28. So while the family battles out the ethics of AI legacies, you get one more shot to see the Prince of Darkness on the big screen. Where do you stand on families controlling a late star’s digital likeness?