Ring Super Bowl commercial: Why 2026 ad is receiving backlash from fans over creepy concept

Super Bowl 60 wasn't much of a good football game, featuring the Seattle Seahawks dominating the Patriots 29-13 in Santa Clara. Given the particularly boring game itself, fans were hoping that some of the much-anticipated commercials could provide some entertainment. 

One of those commercials was by Ring, and the camera doorbell company released an ad showcasing its new surveillance feature, "search party". While the ad itself showcased the feature as a way to locate lost dogs in the neighborhood, it raises concerns about whether or not the technology can be used specifically on individuals.  

The ad raised eyebrows due to privacy concerns, as well as the fact that the company's new partnership with Flock, a security monitoring platform that uses AI software. 

Let's take a look at the ad. 

SEAHAWKS WIN SUPER BOWL 60:

• Bad Bunny halftime show reviews
• Winners and losers from Super Bowl 60
• Kenneth Walker ends 28-year RB MVP drought
• Seahawks Super Bowl parade details
• Best and worst Super Bowl commercials in 2026

Inside the Ring Super Bowl commercial

The Ring Super Bowl features the company's founder, Jamie Siminoff, describing the function "search party" as a way to locate lost pets in neighborhoods. He claims the technology has found "more than a dog a day" to be reunited with their owners: 

In the ad, Siminoff describes users being able to upload a photo of the dog, which then allows security cameras in the area to scan while using AI technology for a match of the dog.

While the ad specifically mentions using the technology for dogs, the obvious assumption is that the technology can be used for individuals, which raises some major privacy concerns. 

Fans react to Ring Super Bowl ad

Various users on social media reacted to the ad, with some calling it "creepy:"

that Ring commercial was so creepy, like yeah use our new AI search party feature to find lost dogs AND NO OTHER REASON….

— ggalissa.bsky.social🌈 (@ggalissa_) February 9, 2026

ring offering to turn your neighborhood into an AI fueled surveillance state under the guise of “helping you find your lost dog” is CRAZY

— brig 🐦‍🔥 (@82erssy) February 9, 2026

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

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

The feature is announced on the heels of Ring's 2025 announcement, teaming up with Flock Safety. Flock, which works with local law enforcement, uses automated license plate recognition (ALPR) cameras, as well as vehicle identification technology, with AI technology. 

For Ring, partnering with companies that work closely with local law enforcement is a reversal from recent years. In Jan. 2024, Ring stated that it would no longer allow police to request footage from Ring users. The company changed its policy again in 2021, via The Associated Press: 

In a bid to increase transparency, Ring changed its policy in 2021 to make police requests publicly visible through its Neighbors app. Previously, law enforcement agencies were able to send Ring owners who lived near an area of an active investigation private emails requesting video footage.

“Now, Ring hopefully will altogether be out of the business of platforming casual and warrantless police requests for footage to its users,” Matthew Guariglia, a senior policy analyst at the digital rights group Electronic Frontier Foundation, said in a statement on Wednesday.

Law enforcement agencies can still access videos using a search warrant. Ring also maintains the right to share footage without user consent in limited circumstances.

Flock states that it does not provide “direct access” to any U.S. Department of Homeland Security agency, including ICE.

With a warrant, police can always access Ring security footage. Ring users can also opt out of the Flock functionality, in addition to opting out of Community Requests altogether.

While the Ring ad focuses on utilizing the technology for pets, it raises major questions about what else the technology can be used for.