The Super Bowl Ad That Turned a Pet Feature Into a Debate

During Super Bowl 60, Ring aired a commercial introducing a new AI-powered feature called “Search Party,” presented as a way for neighbors to help locate lost dogs.

In the ad, users upload a photo of their pet, allowing nearby Ring cameras to scan footage for potential matches. While the concept was framed as a community-focused tool, it quickly drew criticism online.

Many viewers questioned whether the same technology could be used to identify or track people, raising broader concerns about surveillance and data privacy. The reaction was amplified by Ring’s partnership with Flock Safety, a security platform that uses AI-driven monitoring tools and works with law enforcement agencies.

Critics pointed to the company’s shifting policies over the years regarding police access to user footage, adding to unease around how the technology might be used in practice.

Ring has said that law enforcement requires a warrant to access footage and that users can opt out of certain features, including integrations tied to community requests.

Still, the ad sparked debate over how far consumer surveillance technology has advanced and whether its capabilities are being introduced faster than public understanding or trust.

What was intended as a feel-good Super Bowl moment instead became one of the night’s most debated commercials.