"The Ring ad "Search Party" ran in the third quarter of the game, and it's easy to understand why someone thought it was a good idea: It's about finding lost dogs. Who isn't in favor of that? In general? Practically nobody. In this specific case? A whole lot of people. Because it was specifically about using Ring's networked, AI-enabled cameras to find lost dogs."
"As WeRateDogs' Matt Nelson said in a video that quickly went viral: "Neither Ring's products nor business model are built around finding lost pets, but rather creating a lucrative mass surveillance network by turning private homes into surveillance outposts and well-meaning neighbors into informants for ICE and other government agencies." (WeRateDogs began as a popular social media account humorously "rating" dogs and has since grown into a respected charity that funds veterinary care."
Ring aired a Super Bowl ad called "Search Party" that dramatized using networked, AI-enabled Ring cameras to locate lost dogs. Executives apparently intended the spot to generate warm feelings by showing a tracked dog moving between houses. Many viewers interpreted the footage as a demonstration of mass surveillance and reacted with alarm. Security and civil rights experts had warned about Ring's surveillance implications, and the ad accelerated public awareness of those concerns. A viral video from a prominent dog-focused account explicitly accused Ring of prioritizing a lucrative surveillance network over pet recovery. Ring is an Amazon subsidiary, which intensified scrutiny.
Read at MarTech
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