SimpliSafe’s Active Guard Home Security System

A recent podcast ad for SimpliSafe claims its Active Guard home security system is the only system “designed to prevent crimes before they happen.”

Unfortunately, Tom Cruise is not involved.

According to SimpliSafe, Active Guard has “24/7 monitoring” with “live agents actively monitoring and responding to potential threats,” giving users “the peace of mind you need knowing your home is protected.”

However, the ad omits one important detail: the 24/7 monitoring is not conducted by actual people or “live agents,” but purportedly by artificial intelligence. If AI identifies a threat, only then does an actual agent get notified, as explained in this SimpliSafe Facebook video.

The AI system relies on facial recognition scans to determine if the individual on camera is a potential threat, giving SimpliSafe vast amounts of personal information. The “automatic face matching” feature, by the way, is not available in all locations due to restrictions on the collection of facial recognition data without the person’s permission. The company discloses in the fine print of one ad (see below) that the feature is unavailable in Illinois, Texas and Portland, Oregon. It’s unclear whether the AI system is able to detect threats without this feature. SimpliSafe did not respond to TINA.org’s request for comment.

It’s worth noting that privacy concerns surrounding home security systems are not new, and something regulators have been cracking down on.

The bottom line

Until we reach the singularity, advertisers may want to be crystal clear when services are performed by AI and where the advertised services are actually available.

Consumers concerned about the collection of personal data may also want to do some research into the technology and data retention policies behind the services and products they purchase.

Find more of our coverage on home security systems here.