Google’s AI-Powered Search: Making Phone Calls to Local Businesses for You
In a groundbreaking update to its Search platform, Google has introduced an AI-powered feature that can call local businesses on your behalf to check pricing, availability, and other details. This innovative tool, detailed in an article from MSN Money on July 17, 2025, leverages Google’s advanced Gemini model and Duplex technology to streamline everyday tasks, saving users time and effort. Here’s a comprehensive breakdown of this feature, its benefits, and what it means for users and businesses alike.
What Is Google’s AI Calling Feature?
Google’s new AI-powered calling feature allows users to delegate the task of contacting local businesses to gather information such as pricing, service availability, or appointment slots. When you search for services like “pet groomers near me” or “dry cleaners nearby,” Google Search now offers an option labeled “Have AI check pricing.” By selecting this, users can input specific details about their needs, and Google’s AI, powered by its Gemini model and Duplex technology, will make phone calls to relevant businesses, collect the information, and deliver a summarized report via text or email. This feature eliminates the need for users to make time-consuming calls themselves, making it a game-changer for convenience.
How Does It Work?
The process is straightforward and user-friendly:
Search for a Service: Enter a query like “pet groomers near me” on Google Search.
Select AI Option: Look for the “Have AI check pricing” button in the search results.
Provide Details: Answer a few questions about your request, such as the type of service, preferred time, or specific requirements (e.g., “grooming for a small dog”).
AI Makes Calls: Google’s AI, using Gemini and Duplex, calls multiple local businesses, identifies itself as a Google bot acting on behalf of a user, and gathers the requested information.
Receive Summary: The AI compiles the data into a concise summary, sent to you via text, email, or both, detailing pricing, availability, and other relevant information.
This feature is free for all users in the U.S. (except in Indiana, Louisiana, Minnesota, Montana, and Nebraska), with higher usage limits for Google AI Pro and AI Ultra subscribers. All calls are recorded for quality assurance, ensuring transparency and accuracy.
Benefits for Users
This AI calling feature offers several advantages:
Time-Saving: It eliminates the need to call multiple businesses to compare prices or check availability, streamlining the decision-making process.
Convenience for Phone-Averse Users: For those who dislike making phone calls, especially younger users or those with telephobia (anxiety about phone conversations), this feature is a major relief. A 2024 study cited by Google indicates that 25% of 18- to 34-year-olds avoid answering calls entirely.
Comprehensive Information: The AI can contact multiple businesses and provide a consolidated list of options, making it easier to compare services.
Accessibility: Available to all U.S. users (with some state exceptions), this feature democratizes access to AI-driven convenience.
Benefits and Options for Businesses
For local businesses, this feature presents both opportunities and considerations:
Increased Visibility: The AI selects businesses based on Google’s standard local search rankings, meaning well-optimized businesses can connect with more potential customers.
Control Over Participation: Businesses can opt out of receiving AI calls through their Google Business Profile settings, giving them control over their involvement.
Efficiency: By handling routine inquiries, the AI can free up staff time, allowing businesses to focus on serving customers.
However, some businesses may initially find the automated calls unusual, and there’s a risk of calls being mistaken for spam. Google mitigates this by having the AI clearly identify itself as a Google bot calling on behalf of a customer.
Broader AI Advancements in Google Search
The AI calling feature is part of Google’s broader push to enhance Search with advanced AI capabilities. Two additional features mentioned in the article include:
Gemini 2.5 Pro: Available to Google AI Pro and AI Ultra subscribers in the U.S. who have opted into the “AI Mode” experiment in Google Labs, this advanced model excels at complex tasks like coding, math, and in-depth research.
Deep Search: Also exclusive to subscribers, this feature conducts extensive web searches to generate detailed, fully cited reports for complex queries, such as those related to major life decisions or academic projects.
These advancements reflect Google’s vision of transforming Search into a proactive, agentic assistant capable of performing tasks autonomously, a concept known as “agentic AI.
Evolution from Previous Features
This isn’t Google’s first foray into AI-driven calling. The feature builds on earlier experiments, such as:“Ask for Me”: Tested in January 2025, this feature focused on nail salons and auto shops, allowing users to request pricing and availability information.
“Talk to a Live Rep”: Introduced in 2024, this tool navigates phone trees and waits on hold, connecting users to a human representative when ready.
The current feature expands on these by integrating directly into Google Search, broadening the range of business it can contact, and making it available to a wider audience.
Why It Matters
Google's AI calling feature represents a significant step toward making Search more than just an information retrieval tool. By acting as a personal assistant, it addresses real-world pain points, such as the hassle of calling multiple businesses or the anxiety some users feel about phone conversations. For businesses, it offers a new way to connect with customers, provided they maintain strong local SEO to appear in Google’s rankings. As Google continues to roll out agentic AI features, we can expect Search to become increasingly proactive, handling more tasks on behalf of users.
Conclusion
Google’s AI-powered calling feature is a testament to how AI can simplify everyday tasks, from checking pet grooming prices to booking dry cleaning appointments. By integrating this capability into Search, Google is redefining what a search engine can do, moving beyond answering questions to taking action on behalf of users. As this feature rolls out across the U.S., it promises to make life easier for users while creating new opportunities for businesses to connect with customers. Stay tuned for more updates as Google continues to push the boundaries of AI in Search.
FAQs
Q: Who can use the AI calling feature?
A: The feature is available to all users in the U.S., except in Indiana, Louisiana, Minnesota, Montana, and Nebraska. Google AI Pro and AI Ultra subscribers have higher usage limits.
Q: Is the feature free?
A: Yes, the AI calling feature is free for all eligible users, though subscribers to Google AI Pro and AI Ultra plans get enhanced access.
Q: How does the AI identify itself to businesses?
A: The AI announces itself as a Google bot calling on behalf of a customer, ensuring transparency during the interaction.
Q: Can businesses opt out of receiving AI calls?
A: Yes, businesses can opt out through their Google Business Profile settings.
A: Currently, the feature supports categories like beauty and wellness, auto maintenance, pet services, and professional services, with plans to expand to more domains.
Q: Are the calls recorded?
A: Yes, all calls are recorded for quality assurance purposes, as noted by Google.
Q: How does this feature benefit users who avoid phone calls?
A: It eliminates the need to make calls, which is particularly helpful for those with telephobia or younger users (e.g., Gen Z) who prefer not to engage in phone conversations.
Q: What is Gemini 2.5 Pro, and how is it related?
A: Gemini 2.5 Pro is Google’s advanced AI model, available to AI Pro and AI Ultra subscribers. It powers the calling feature alongside Duplex technology and supports other complex tasks like coding and research.
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