Google Launches AI-Powered Business Calling Feature in Search

Google has rolled out a groundbreaking AI feature that can automatically call local businesses to gather pricing and availability information on behalf of users. The new service, launched this week across the United States, transforms how consumers can gather information from multiple businesses through a single search query, building upon existing AI customer service innovations.

The introduction of this AI calling capability represents a significant shift in how consumers interact with local businesses through Google Search, potentially streamlining the often time-consuming process of comparing services and prices. According to Google's official AI blog, this development marks a significant advancement in automated customer service technology.

How the New Feature Works

Users can access the feature by performing a local search and selecting the "Have AI check pricing" option. The system then guides them through a form where they can specify their requirements. For instance, someone searching for pet grooming services can input details about their pet's size, breed, and desired services.

The AI system uses traditional local search rankings to determine which businesses to contact, making it essential for businesses to maintain strong visibility in Google search results. Once authorized by the user, Google's AI makes automated calls to relevant businesses, collecting information about pricing, availability, and service options. The gathered information is then presented to the user in a consolidated format.

Business Implications and Control

Local businesses maintain control over their participation through their Google Business Profile settings. The feature creates new opportunities for businesses to connect with potential customers, though it may require adjustments to how they handle incoming inquiries. Many organizations are already implementing AI chatbots and automated communication systems to complement this new feature.

The system's effectiveness relies heavily on accurate business information and responsive phone handling. Business owners should ensure their staff is trained to handle AI-initiated calls professionally and efficiently.

Premium Features

Google AI Pro and AI Ultra subscribers receive enhanced benefits, including:

• Higher usage limits
• Priority processing
• Advanced analytics dashboard
• Customizable response templates

Implementation Timeline

The current U.S. rollout serves as a testing ground for potential global expansion. Google has announced a phased approach:

• Phase 1: Initial U.S. launch with basic features
• Phase 2: Premium feature rollout
• Phase 3: International market expansion
• Phase 4: Advanced functionality implementation

The success of this innovative service will depend on AI performance in real-world scenarios and business participation rates, potentially reshaping how consumers gather information from local businesses.