Jordyn Holman, The New York Times, February 19, 2026
Jamie Siminoff, the founder and chief inventor of Ring, the ubiquitous doorbell camera, was excited for the company’s first Super Bowl television commercial. The 30-second ad presented its product helping with a task as unassailable as apple pie: finding lost dogs.
But since the ad aired, instead of a victory lap, Mr. Siminoff has been on an apology tour.
Or maybe an explanation tour. Whatever you call it, he is responding to a genuine public relations crisis.
The commercial showed a new Ring feature called Search Party, which uses artificial intelligence and images from its cameras to trace a lost pet’s wanderings across a neighborhood. Critics said the feature felt dystopian, showing the potential for far-reaching invasive surveillance….
This week, Mr. Siminoff has made the rounds on TV news shows, trying to allay users’ concerns….
Davia Temin, a longtime corporate crisis strategist, said Mr. Siminoff was emphasizing the most important point in this particular maelstrom.
“A C.E.O. who acknowledges that his company wants to give as much control to the consumer as possible — that is as healthy as it gets,” Ms. Temin said. “Privacy will always be contested until we get to the next step.” […read more]