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Amazon used the biggest TV event of the year to sell something that looks helpful on the surface but may be more than what meets the eye.
In a feel-good Super Bowl ad, Ring pitched its new “Search Party” feature as a way to find lost dogs using neighborhood cameras. But behind the cute story is a much bigger problem: this tool shows just how easy it’s become to track people in real-time using smart devices. And that should concern everyone who values privacy — especially in their own front yard.
The “Search Party” feature uses artificial intelligence to scan footage from Ring doorbell cameras across entire neighborhoods. Once a photo of a missing dog is posted, nearby cameras start looking for a match. The company calls this a way to “be a hero in your neighborhood.”
What it really shows is how far this technology can reach. If Ring’s network can find a pet, it can also follow people. And with a history of working closely with law enforcement, that’s a major concern for anyone who cares about privacy.
This isn’t the first time Amazon’s Ring has raised privacy alarms. In 2023, the company settled with the Federal Trade Commission after employees were caught watching and downloading customer footage. In some cases, workers used private videos for personal reasons without permission. The FTC called it a “dangerously overbroad” level of access.
Ring also faced backlash for giving police access to user footage without warrants. Although Amazon claimed to end this in 2024, they’ve since partnered with Flock Safety and Axon — companies that supply police with tools like license plate readers and facial recognition. Through these deals, police departments can once again request video from Ring users, sidestepping warrant requirements in the process.
Even more concerning? Ring’s tools are turned on by default. Most people don’t realize that they need to manually disable features like “Search Party” in their settings. That means your camera might already be part of this system — without your knowledge.
Follow these steps to turn off Ring’s pet-scanning surveillance system:
Step 1: Open the Ring app on your device.
Step 2: Tap the menu icon (?) in the upper-left corner.
Step 3: Select Control Center from the list.
Step 4: Tap Search Party.
Step 5: Tap Disable Search for Lost Pets.
Step 6: You’ll see a blue Pet icon next to each camera — tap it to turn the feature off per device.
(Optional) You can also disable Natural Hazards (Fire Watch) here by tapping the blue Flame icon next to each camera.
Ring’s ad might sell hope, but what it really delivers is another step toward normalizing full-time surveillance. When big tech and government agencies get this close, it’s not paranoia to question their intent — it’s common sense.
If you use Ring products, check your settings now. Disable Search Party and any facial recognition tools you’re not comfortable with. Don’t let a feel-good commercial trick you into giving up more control of your own front door.
We want to know what you think of Ring’s latest feature – Search Party. Let us know in the comments below!
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