Watching the Watchers: Amazon’s Ring Superbowl Commercial Demonstrates “Terrifying” Surveillance

Watch Amazon’s Super Bowl ad and tell us what you see: a heartwarming story of a family reunited with a lost dog, or another element in America’s comprehensive surveillance state.

As the ad shows, Amazon’s free “Search Party” function connects cameras in a whole neighborhood to look out for a lost dog. Amazon’s AI, trained by tens of thousands of dog videos, can recognize different breeds, fur patterns, shapes and sizes to spot the lost puppy. That is not a bad thing at all.

But many viewers found the ad “terrifying,” not heartwarming, according to Kelly Kazek of al.com. One commenter on X wrote:

“Ring just casually outing themselves as literal spyware that can be accessed by anyone on the network. This is insane.”

Another wrote:

“Amazon owns Ring and they want to use all these devices to make a mesh network for Amazon sidewalk … The American consumer just got a Trojan horse packaged as home security.”

As EFF’s Matthew Guariglia reported last year:

“Not only is the company reintroducing new versions of old features which would allow police to request footage directly from Ring users, it is also reintroducing a new feature that would allow police to request live-stream access to people’s home security devices …

“This is a grave threat to civil liberties in the United States. After all, police have used Ring footage to spy on protestors, and obtained footage without a warrant or consent of the user.”

The Search Party AI function greatly amplifies Ring’s surveillance capability. This default feature of Amazon Ring that can identify Fido can also identify you, where you go, and people you visit.
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At the very least, Amazon should announce limits on how this technology can be trained to follow Americans in our daily movements.

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