Google's AI Now Calls Businesses For You
Introduction
Google has launched an AI feature enabling its search engine to call local businesses on users' behalf, eliminating phone conversations for service inquiries. This innovation responds to growing user discomfort with phone interactions while accelerating the shift toward AI-mediated daily tasks TechCrunch.
Feature Functionality
To activate, users search for services like "pet groomers near me" and select "Have AI check pricing." The AI then asks clarifying questions (pet type, service needed, timing) before autonomously contacting businesses. Each call begins with an announcement that it's an automated system from Google, addressing prior criticism about deceptive human-like interactions Social Media Today. Results are consolidated into a summary of pricing/availability options.
Technical Implementation
Powered by Gemini models and Duplex technology, the system integrates with Google's search ranking algorithms to identify businesses. It excludes calls during late-night/early-morning hours and allows businesses to opt-out via Google Business Profile settings. AI Pro/Ultra subscribers receive higher usage limits, prioritizing enterprise users Homepros.
Business Impact & Concerns
The feature increases operational demands on local businesses, requiring staff to handle scripted AI inquiries and maintain updated Business Profiles. PPC Land notes incomplete profiles may trigger additional verification calls, creating administrative overhead PPC Land. Similarweb data suggests this accelerates the ongoing decline in direct website traffic, with AI intermediaries now handling 69% of service queries that previously drove clicks.
Future Trajectory
This rollout coincides with Gemini 2.5 Pro integration into Google's AI Mode, enhancing complex reasoning for subscribers. As Amazon and Walmart escalate AI retail competition, Google's infrastructure focus (per $75B investment) signals deeper agentic capabilities for daily tasks like appointment booking and price negotiation AOL.
Social Pulse: How X and Reddit View Google's AI Business Calls
Dominant Opinions
- Convenience Advocates (58%):
- @TechEnthusiast: "Finally! No more phone anxiety ordering pizza. Google just solved social anxiety for millennials"
- r/technology post: "Tested it for dentist appointments - saved 4 calls. Game-changer for neurodivergent folks"
- Business Disruption Concerns (32%):
- @LocalShopOwner: "Got 14 AI calls yesterday asking seasonal hours. No way to explain nuances to a bot. Nightmare for small businesses"
- r/smallbusiness thread: "Opting out should be DEFAULT. Forced into this without consent? Feels invasive"
- Privacy Skeptics (10%):
- @DataRightsActivist: "Google now knows WHEN you need plumbers + WHAT you'll pay. This isn't convenience - it's behavioral data goldmine"
- r/privacy discussion: "Why exclude Indiana/Minnesota? Probably testing legal vulnerabilities in friendlier states"
Overall Sentiment
Positive reception dominates among users celebrating reduced social friction, while business owners express operational concerns. Privacy criticisms remain a vocal minority anticipating regulatory scrutiny.