Ring's Super Bowl Ad Sparks Backlash Over 'Creepy' Pet-Finding Feature

The AI-powered 'Search Party' technology is raising privacy concerns among viewers.

Published on Feb. 10, 2026

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Ring's Super Bowl ad promoting its 'Search Party' feature, which uses networked Ring cameras to help locate lost pets, has sparked widespread backlash. Many viewers are calling the technology 'creepy' and 'dystopian', with some actively seeking to disable the feature due to Ring's controversial history of data sharing with law enforcement and privacy concerns about extensive camera surveillance networks.

Why it matters

The negative reaction to Ring's Super Bowl ad highlights the growing public unease over the company's data-sharing practices and the use of AI-powered surveillance technology, even when the intent is to help find lost pets. This backlash could put pressure on Ring to address privacy concerns and rethink the default opt-in nature of features like Search Party.

The details

Ring's 'Search Party' feature allows owners of lost dogs to submit a photo and details through the Ring app, triggering a 'Search Party' of nearby Ring cameras that use AI to try and spot the missing pet. If a camera makes a match, the owner of the camera can choose to pass the information to the pet's owner. However, the feature is enabled by default on compatible Ring devices, raising privacy concerns among users.

  • Ring's Super Bowl ad aired on February 10, 2026.

The players

Ring

An Amazon-owned home security company that produces networked security cameras and other smart home devices.

Search Party

A Ring feature that uses AI-powered cameras to help locate lost pets.

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What’s next

Ring has not yet commented on the backlash or indicated any plans to address user concerns about the Search Party feature.

The takeaway

The controversy over Ring's Super Bowl ad highlights the growing public unease with the company's data-sharing practices and the use of AI-powered surveillance technology, even when the intent is to help find lost pets. This backlash could put pressure on Ring to address privacy concerns and rethink the default opt-in nature of features like Search Party.