Ring's 'Search Party' Super Bowl Ad Sparks Privacy Backlash

Viewers criticize AI-powered feature as 'creepy' and 'dystopian', reigniting concerns over Ring's data practices and surveillance ties.

Published on Feb. 12, 2026

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Ring's Super Bowl ad promoting its new 'Search Party' AI-powered feature, which uses neighborhood Ring cameras to help locate lost pets, sparked a wave of backlash from viewers who found the concept unsettling and a thinly-veiled case study in mass surveillance. The controversy quickly reignited long-standing concerns about Ring's data practices, law enforcement ties, and broader privacy issues, with some users saying the ad prompted them to disable the feature or reconsider their use of Ring devices altogether.

Why it matters

The reaction to Ring's ad shows how fragile trust can be—and how fast it can unravel—especially on a stage as big as the Super Bowl. The ad crossed a line by showing that cameras could be activated without explicit consent, reminding consumers they don't fully control their own devices at a time when concerns about government surveillance are running high.

The details

In three separate incidents, police said Walker Reed Quinn has been damaging Waymo vehicles since July by removing and swinging his belt, placing a cone on the dome and sensors of the car, damaging the tires and driver's side mirror, and stomping on the windshield.

  • On July 4, Quinn allegedly dove onto the hood of a Waymo vehicle and covered sensors.
  • On July 29, Quinn allegedly damaged a Waymo's tires and driver's side mirror.
  • On August 11, Quinn allegedly stomped on a windshield while someone was inside.

The players

Ring

An American home security company and a subsidiary of Amazon that produces smart home devices, including security cameras and video doorbells.

Michael Grimm

Senior Vice President at Reputation Partners, a communications and public affairs firm.

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What they’re saying

“People willingly give up privacy every day through their cell phones, store apps and location tracking, but this ad crossed a line by showing that cameras could be activated without explicit consent.”

— Michael Grimm, Senior Vice President

“Finding a lost puppy seems innocent enough, but it reminded consumers they don't fully control their own devices at a time when concerns about government surveillance are running high.”

— Michael Grimm, Senior Vice President

The takeaway

This case highlights growing concerns in the community about the potential misuse of AI-powered surveillance technologies, raising questions about privacy, data control, and the need for greater transparency and oversight around how these tools are deployed, even when the intent is benign.