The Black Sabbath frontman’s family announced a partnership with two tech companies, Hyperreal and Pronto Hologram, to “create the digital DNA of Ozzy Osbourne, voice, image [and] movement," during a chat about the future of Ozzy’s brand at the Licensing Expo in Las Vegas.

Jack Osbourne is clapping back at criticism over the return of his father, Ozzy Osbourne, as an AI-powered avatar.

AI-powered avatar of Ozzy Osbourne launching in Birmingham, as announced by Sharon and Jack Osbourne, amid backlash from fans