Amazon Ring’s Super Bowl ad sparks backlash amid fears of mass surveillance
Ring's new Search Party feature has once again drawn backlash for the company. A 30-second ad that aired during Sunday's Super Bowl showed Ring cameras "surveilling" neighborhoods to locate a lost dog. In the current political climate, a prime-time ad celebrating neighborhood surveillance struck a n...
By Jennifer Pattison TuohyFebruary 11, 2026169 views
Image: The Verge
The ad promotes Ring cameras’ new capability to search neighborhoods for a lost dog. | Screenshot from Ring video
Ring's new Search Party feature has once again drawn backlash for the company. A 30-second ad that aired during Sunday's Super Bowl showed Ring cameras "surveilling" neighborhoods to locate a lost dog. In the current political climate, a prime-time ad celebrating neighborhood surveillance struck a nerve
People voiced concerns across social media that the AI-powered technology Ring uses to identify dogs could soon be used to search for humans. Combined with Ring's rollout of its new facial recognition capability, it feels like a short leap for a pet-finding feature to be turned into a tool for state surveillance.
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