Google Search Now Calls Local Businesses for You with AI
▼ Summary
– Google launched an AI-powered calling feature in Search that contacts local businesses to gather pricing and availability details for users.
– The feature, available to all U.S. Search users, allows submitting a single query to request information from multiple businesses simultaneously.
– Users provide service details via a form, and Google’s AI calls businesses to collect responses, which are consolidated and displayed.
– Businesses can opt out of receiving AI-driven calls through their Business Profile settings, maintaining control over participation.
– Strong local SEO is crucial as the AI selects businesses based on traditional search rankings, impacting lead generation opportunities.
Google’s new AI-powered calling feature transforms how users connect with local businesses, streamlining the process of gathering pricing and availability details directly through Search. Now available to all U.S. users, this tool eliminates the need for multiple phone calls by letting people request information from several businesses with a single query.
When searching for services like auto repair or home cleaning, users may spot a “Have AI check pricing” option. Selecting it opens a form where they can specify their needs, whether it’s vehicle type, service requirements, or preferred timeframes. Google’s AI then contacts relevant local businesses, compiles responses, and presents the details in a clear, side-by-side comparison.
How the feature works:
- Users begin with a standard local search (e.g., “plumbers near me”).
- If available, the AI option prompts them to enter specifics like service type, urgency, and contact preferences.
- Google’s system automatically calls businesses that match the criteria, pulling data from their local search rankings.
- Responses, including quotes and appointment slots, are aggregated and shared with the user via email or SMS.
Businesses appearing in search results for relevant queries are prioritized, making local SEO optimization more critical than ever. Companies can control participation through their Google Business Profile, choosing whether to receive these AI-initiated calls.
While the feature is free for all U.S. users, Google AI Pro and AI Ultra subscribers enjoy higher usage limits, hinting at future tiered benefits. Early tests suggest the tool could significantly reduce the time spent comparing services, though its success hinges on business adoption and the AI’s ability to navigate nuanced inquiries.
For local businesses, this update underscores the importance of maintaining accurate profiles and strong search visibility. Those ranking higher are more likely to receive AI-generated leads, potentially increasing customer inquiries. It also raises questions about how staff will handle these automated calls, whether through prepared scripts or dedicated response systems.
Google’s move reflects a broader shift toward actionable search experiences, where users can accomplish tasks without leaving the results page. As the feature evolves, its global rollout and integration with other AI tools could further redefine how consumers and businesses interact online. For now, marketers and service providers should focus on optimizing their local listings to stay ahead in this AI-driven landscape.
(Source: Search Engine Journal)
