Red Flags Raised Over Use of AI Facial Recognition

Amazon Ring doorbells just received their most dramatic upgrade yet. The company has rolled out an AI-powered facial-recognition feature called Familiar Faces. The feature promises convenience. However, it is already sparking a major privacy debate.

What the New AI Feature Actually Does

Amazon Ring doorbells can now identify visitors as they walk up to your door. The system stores up to 50 faces. Users can label family, friends, neighbours, or delivery staff inside the Ring app. Then the device sends custom alerts with names instead of generic notifications.
The feature remains off by default. However, users can activate it in the app’s settings. Amazon says the face data stays encrypted and never gets shared.

Why Amazon Ring Doorbells Are Triggering Privacy Pushback

Privacy groups say the new feature crosses a line. The EFF and U.S. senator Ed Markey warn that constant face scans could expand home surveillance. They argue that even walking past a door should not sacrifice privacy.
Concerns grow deeper because Ring has a rocky security history. The company once allowed employees broad access to user videos. The Neighbors app also exposed location data. Hackers have leaked Ring passwords for years.

Limited Launch Due to Biometric Laws

Amazon cannot activate the feature everywhere. Strong biometric laws in Illinois, Texas, and Portland block the rollout. This restriction highlights the legal risks surrounding AI facial recognition.

How the System Handles Biometric Data

Amazon says it processes biometric data in the cloud. It claims it does not use this data to train AI models. The company also says it cannot trace every place a person appears on Ring networks. However, experts question the claim. They point to Ring’s Search Party feature, which scans neighbourhood cameras to find lost pets.

Growing Demands for Regulation

Privacy advocates are now calling for stronger oversight. They argue the new feature increases the need for strict biometric enforcement. With this launch, regulators may face fresh pressure to step in.

A Useful Upgrade or a Surveillance Risk?

Amazon Ring doorbells continue to blur the line between convenience and surveillance. The new AI feature raises a simple question. How much privacy should people trade for smarter alerts?