Watch out secretaries, Google’s AI assistant now makes business calls for users nationwide

Google has launched a new AI-powered feature that allows users across the United States to have artificial intelligence make phone calls to local businesses on their behalf. The service, now available through Google Search, enables users to request pricing and availability information from businesses like pet groomers, dry cleaners, and auto shops without having to make the calls themselves.

How it works: Google’s Gemini model uses Duplex technology to conduct business calls, announcing itself as an AI assistant representing a customer.

• Users can select “have AI check pricing” from business listings in Search results for supported service types.
• The system prompts users for specific details about their request, such as pet breed and service type for grooming inquiries.
• AI calls the business directly, identifies itself as Google’s AI, and gathers the requested information.
• Updates are delivered via text or email with available times and pricing details.

What you should know: The feature targets younger users who studies show struggle with phone-based communication, addressing a growing preference for digital interactions.

• Business owners can opt out of receiving AI calls through their Google profile settings.
• Google AI Pro and AI Ultra subscribers receive “higher limits” for more frequent use of the calling feature.
• The service initially launched in testing in January and is now generally available nationwide.

Additional developments: Google is simultaneously testing its more advanced Gemini 2.5 Pro model within AI Mode for subscribers who have opted into the Labs experiment.

• The upgraded model excels at “advanced reasoning, math, and code,” according to Google Search VP Robby Stein.
• AI Mode now includes Deep Search capabilities that create in-depth reports by conducting multi-step reasoning chains.
• “The model is actually reasoning and thinking of questions to ask and Google searches to perform,” Stein explains, noting it “will actually check its work and issue further questions.”

Why this matters: The rollout represents Google’s push into agentic AI services that can perform tasks autonomously, potentially reshaping how consumers interact with local businesses while addressing generational communication preferences.