Ring Founder: AI Powers Crime Reduction in Amazon Doorbell Unit

In 2023, Jamie Siminoff informed Amazon’s then-devices chief, Dave Limp, of his decision to step down from his leadership role at Ring, the video doorbell company he had previously sold to the e-commerce giant for $839 million in 2018.

Siminoff, who initially founded Ring in 2013, stated that Limp and Amazon offered him opportunities to explore other positions within the company, an offer he ultimately declined.

“I said, ‘I think I have to leave,'” Siminoff recounted in a recent interview. “I don’t think I can be half in. I’m either all in or I’m all out.”

However, his departure was short-lived.

In April, Siminoff announced his return to Ring, replacing Liz Hamren, a former Microsoft and Discord executive whom Amazon had recruited to succeed him. Now back at the helm, Siminoff is focusing on reinstating Ring’s foundational mission: enhancing neighborhood safety. This renewed focus leverages the substantial advancements in artificial intelligence (AI) technology.

During Amazon’s annual hardware event Siminoff unveiled new Ring cameras and a feature called Search Party, powered by AI to potentially match lost pets from camera footage. While initially designed for reuniting lost dogs with their families, Siminoff hinted at future applications of this technology.

Hamren’s two-year tenure saw Ring shift towards a lighter, more whimsical brand image, showcased through lighthearted videos and family-friendly content. Furthermore, the company discontinued a practice that allowed police to request doorbell footage from users within the Neighbors app, a decision widely critiqued by civil liberties and privacy advocates.

Siminoff, now 48, emphasized that Ring’s cameras have multiple applications, including monitoring pets and loved ones. He is based in Los Angeles and owns two dogs, a Belgian Malinois and a Chihuahua.

“I’m focused on: How can I get the highest density of camera coverage in a neighborhood matched with AI to make neighborhoods safer?” he said. “It’s not just hard crime.”

Ring operates as part of Amazon’s expansive Devices and Services division, now led by Panos Panay, a former Microsoft hardware executive who joined Amazon in 2023. This division encompasses a diverse portfolio, including Amazon’s Zoox robotaxis, Kindle e-readers, Echo devices, and Kuiper, the company’s satellite-based internet service.

Ring’s security cameras are priced starting around $50, with costs varying based on features and coverage. Users also have the option to subscribe to premium services for up to $20 per month, unlocking continuous recording, expanded cloud storage, and other enhanced functionalities. The success of the subscription model highlights a shift toward recurring revenue streams within the smart home security market.

Siminoff revealed that a personal experience with violence deeply influenced his decision to return to Ring.

Months prior to his return, Siminoff witnessed a shooting at a laundromat in South Central Los Angeles, an event that left him deeply affected.

“It was terrible,” Siminoff recounted, visibly emotional. “Kids are crying, it’s a whole f****** scene.”

This incident reinforced his conviction in Ring’s mission and its potential to serve as a valuable tool for law enforcement, especially in situations where they “don’t have time to go door to door,” he explained. The use of AI-powered video analysis can significantly reduce the manual burden associated with investigations.

However, the relationship between Ring and law enforcement has been a source of ongoing controversy.

Amazon previously cited a Los Angeles Police Department pilot program from 2015, suggesting that Ring’s doorbells led to a “as much as 55%” reduction in burglaries within the participating neighborhoods. However, reports from several news outlets have questioned the validity of these claims about crime reduction. Independent researchers point out the lack of rigorous, peer-reviewed studies definitively linking Ring cameras to statistically significant decreases in crime rates.

Privacy advocates have also raised concerns about the risk of racial profiling and the potential for residents to become informants with limited oversight regarding law enforcement’s utilization of collected data. The balance between security and privacy remains a central challenge for the industry as a whole.

Siminoff, self-described as “pro public safety” and supportive of law enforcement, expressed frustration over perceived inaccuracies in the media coverage surrounding Ring’s video-request feature for police.

“That’s the stuff that irks me,” Siminoff stated, referring to the assertion that Ring provides police with direct access to camera feeds.

“We allow them to request footage from people in a super privacy centric, anonymous way that keeps their privacy. But that’s not a good headline,” he added.

Shortly after Siminoff’s return, Ring reinstated its community request tool through a partnership with Axon Enterprise, a leading provider of Tasers and police body cameras. Now, law enforcement agencies can request footage from Ring cameras through Axon’s online evidence management system, with users retaining the autonomy to decide whether or not to share video. This move attempts to address privacy concerns by introducing a layer of indirection in the data request process, but it also creates potential synergies between Ring’s video surveillance capabilities and Axon’s existing law enforcement ecosystem.

“I don’t think we should be working directly with police,” Siminoff said. “It’s not the business we’re in in any way.”

Siminoff shared that Ring, which is profitable, is actively exploring potential growth opportunities, including security solutions designed for small and medium-sized businesses. This strategic direction suggests a broader vision for Ring beyond residential security, aiming to leverage its technology and brand recognition in the commercial sector.

Ring is not currently exploring integrating its technology within Amazon’s own operations, such as placing cameras in delivery vans or warehouses.

While Siminoff has contemplated the idea, he concluded that “then you realize it’s just a distraction,” he said. “Amazon’s so big you could probably do something for everything.” This statement underscores the complexities of navigating priorities within a large, diverse organization like Amazon, where strategic focus is essential for driving meaningful impact.