Ring Founder Jamie Siminoff Reimagines Doorbell Company After Return

Amazon’s Ring doorbell company is undergoing a significant transformation under the leadership of founder Jamie Siminoff, who returned in April after a two-year hiatus. Siminoff has reinstated Ring’s original mission to “Make neighborhoods safer,” shifting away from Amazon’s community-focused brand and revisiting the surveillance tools that sparked privacy concerns.

The changes reflect broader shifts within Amazon, where CEO Andy Jassy emphasizes productivity and cost-efficiency across the company. Siminoff is pushing for faster execution, greater efficiency, and a deeper reliance on AI to achieve this goal. This approach has raised concerns among Ring employees who are uneasy about the partnership with Axon, which raises questions about video footage use and data security.

As part of the transformation, Ring announced a new integration with Axon that would enable livestreaming from devices for those who consent. Siminoff has also made sweeping changes to Ring’s product roadmap and internal policies, including introducing a new text alert feature that provides real-time updates about activity captured by its devices.

The company’s focus on AI is becoming increasingly evident, with Siminoff urging employees to use AI at least once a day to improve productivity. To ensure this, every promotion will have to prove that the employee used AI to improve operational efficiency or customer experiences. The goal is to “double our output immediately” through increased efficiency and reduced bureaucracy.

While some employees are excited about the changes, others remain apprehensive about Siminoff’s approach. Despite these concerns, Siminoff remains committed to his vision of making neighborhoods safer with Ring’s technology.

Source: https://www.businessinsider.com/amazon-ring-founder-mode-jamie-siminoff-crime-fighting-roots-2025-7