Ring debuted a new Super Bowl ad showcasing an AI-powered ‘Search Party’ feature designed to help find lost dogs. The ad has sparked significant backlash online, with many claiming it’s insensitive and misses the mark, as it seems to focus on identifying who is near your property rather than actually helping find lost pets.
Ring doorbells are now a common sight, as many homeowners have replaced traditional doorbells with these modern, camera-equipped systems.
Ring is now more than just a doorbell. Its new feature, Search Party, launched in 2025, but it really gained attention after a commercial aired during the 2026 Super Bowl.
Okay, so I saw this ad during the Big Game for something called Search Party. It’s supposed to help you find lost pets, which sounds cool, right? But honestly, after seeing it, a lot of people – myself included – are getting a really bad feeling about how well this tech actually works. It just didn’t look very convincing, and now everyone’s worried it’s going to be a disaster.
What is Ring’s Search Party feature?
Ring doorbells now have a helpful new feature shown in their Big Game ad: you can use them to find lost pets! It works by letting Ring tap into camera footage from nearby Ring doorbells and uses artificial intelligence to help locate your furry friend if they wander off.
Here’s that Ring #SuperBowl commercial:
— philip lewis (@Phil_Lewis_) February 9, 2026
If your dog walks past a Ring camera, it’s possible that camera could be used to follow its movements and help you find it.
Since the feature launched, Ring claimed over a dog a day has been reunited with its family.
That covers one important part, as explained on the official website. The other part is providing assistance during wildfires – it can detect early warning signs and let you know when it’s necessary to evacuate.
Ring Super Bowl ad controversy explained
The debate centers on who can use the new ‘Search Party’ feature. Surprisingly, you don’t need a Ring camera yourself! All you need is the Ring app on your phone, and you can ask to view video footage from Ring cameras in your neighborhood.
Ring also works with Flock Safety, which lets police ask Ring users for video footage when investigating crimes. This is often used to find vehicles and identify potential suspects.
Ring camera: We can help you find your dog!
— cookiebot (@cookiebotmonstr) February 9, 2026
The initial reaction on social media hasn’t been very positive. Some people strongly disliked it, calling it disturbingly bleak, while others compared it to a scene from the movie The Dark Knight, specifically how Batman found The Joker, and said they found it unsettling.
Senior Security Advisor and Law Enforcement Expert, Gene Petrino
“For how long will this data be kept?” asked Gene Petrino, a Senior Security Advisor and Law Enforcement Expert, in an interview with Fox 9.
When you combine all that technology throughout a neighborhood, it really feels like a loss of privacy. And I don’t think that concern is unreasonable.
One X user criticized the product launch, saying it felt like a disguised surveillance system presented as a dog rescue initiative. Another user described it as constant AI-powered video monitoring of neighborhoods, implying there would be no privacy or escape from being watched.
Many people immediately offered simpler solutions to the problem highlighted in the Super Bowl ad. Things like microchipping pets or putting identification tags on their collars are options to consider before resorting to a Ring camera.
Ring Camera’s new feature, Search Party, uses AI to continuously monitor your neighborhood with video surveillance. It’s always on, creating a feeling of constant observation – there’s nowhere to hide. Some are comparing it to the fictional, all-seeing AI, Skynet.
— WonderousATX (@wonderousATX) February 9, 2026
Ring recently received a negative award at CES 2026. While they were recognized, it was for having the ‘Worst in Show for Privacy.’
Read More
- The Batman 2 Villain Update Backs Up DC Movie Rumor
- Adolescence’s Co-Creator Is Making A Lord Of The Flies Show. Everything We Know About The Book-To-Screen Adaptation
- New survival game in the Forest series will take us to a sci-fi setting. The first trailer promises a great challenge
- Zombieland 3’s Intended Release Window Revealed By OG Director
- Save Up To 44% on Displate Metal Posters For A Limited Time
- Woman hospitalized after Pluribus ad on smart fridge triggers psychotic episode
- These are the last weeks to watch Crunchyroll for free. The platform is ending its ad-supported streaming service
- Puzzled by “Table decoration that you can light up” in Cookie Jam? Let’s solve this puzzle together
- Future Assassin’s Creed Games Could Have Multiple Protagonists, Says AC Shadows Dev
- The Best Battlefield REDSEC Controller Settings
2026-02-10 05:19