Amazon’s Ring faced criticism for its Super Bowl ad “Search Party,” which highlighted its AI tool for locating lost pets. 

Narrated by founder Jamie Siminoff, the ad urged viewers to “be a hero” by using their Ring Doorbell cameras to help neighbors find missing dogs.

Siminoff said “more than a dog” per day has been found since the launch of Search Party.

Critics argue the ad masks a broader push to normalize surveillance. Washington DC councilmember Christina Henderson said Ring is trying to compete with Flock by launching a nationwide surveillance system through doorbell cameras, all under the guise of finding a missing dog.

Ring trying to compete with Flock launching a nationwide surveillance system via doorbell cameras under the guise of looking for a missing dog.

*whispers* this isn’t about dogs https://t.co/EjF4sp9lqu

— Christina Henderson (@chenderson) February 9, 2026

The Ring cam lost dog ad is just propaganda for mass surveillance.

— Stephen L. Miller (@redsteeze) February 9, 2026

Chris Gilliard, a privacy expert, told 404 Media that the new feature and Ring’s Super Bowl ad are “a clumsy attempt by Ring to put a cuddly face on a rather dystopian reality: widespread networked surveillance by a company that has cozy relationships with law enforcement and other equally invasive surveillance companies.”

Ring became popular as package-theft prevention technology owned by Amazon. In the past, progressives have criticized the system for sharing footage with law enforcement. 

The company has said it only does so in rare emergencies, with users’ permission, or when legally required by a subpoena or warrant. In 2023, the Federal Trade Commission accused Ring employees and contractors of accessing customers’ private videos without consent.