Google’s new search feature uses AI to place phone calls for users

Google launches AI calling in Search

Google has quietly introduced a new AI-powered calling feature directly into Search. As of mid-July, users in the U.S. may see a “Have AI check pricing” button when searching for local businesses like pet groomers or dry cleaners.

Google’s AI assistant will then place automated phone calls on your behalf, gathering availability or pricing without you lifting a finger. It even conveys the background info you provide. The goal? To search feels more like a personal helper than a passive tool.

Users can ask AI to check availability

After searching for a business category, say “pet groomers near me,” a new option appears: Have AI check availability. You fill in some basic details, such as your pet’s breed, service type, and preferred timing, and the AI takes it from there.

It calls multiple locations, listens for responses, records pricing and timings, and then sends a summarized report. Instead of dialing dozens of numbers, Search does the heavy lifting. It feels like having a personal assistant on the line.

The AI identifies itself

To avoid past controversies over eerily human-sounding voices, Google ensures its AI calls identify themselves upfront. Before asking questions, the caller states:

“This is an automated system from Google calling on behalf of a user.” That transparency respects businesses and reduces confusion.

After the call wraps up, the information is compiled and sent via email or SMS. It’s a delicate balance: technology that feels smart, but not deceptive, and Google is leaning into clear boundaries from the start.

Business owners control AI calls

Google’s new AI call system is optional for businesses. Owners can opt out via their Google Business Profile settings, choosing whether to accept these automated calls.

Additionally, during the call, they can ask Google’s AI to stop or say “remove my business,” and future calls from Search’s bot will cease.

Google also limits calling hours to respectful times of day. It’s a cautious rollout designed to benefit users while letting businesses retain control over their phone lines.

AI calling rolls out first in the US

Initially, this feature was rolling out across the U.S, but it is not yet available globally. There are usage limits tied to subscription levels:Gemini Advanced and Ultra subscribers get higher call quotas, though basic users can still access the feature.

From a design perspective, Google wants to test its utility and reactions in a large and diverse market before expanding internationally. U.S. users can now be among the first to experience this new search dynamic without calling businesses manually.

This has roots in Google Duplex tech

If the name sounds familiar, the AI calling builds on Google Duplex, first demoed in 2018 via Assistant. Duplex was famous for sounding unnervingly human, sparking privacy questions.

Today’s version builds on the Duplex framework, now enhanced by Gemini 2.5 Pro, but with full disclosure and transparent voice prompts.

Google has improved the tech, making it polite, clear, and functional. It reflects years of behind-the-scenes development aimed at practical utility, rather than gimmicky demos.

Gemini 2.5 Pro enables smarter interactions

This AI calling feature rides on Google’s latest model, Gemini 2.5 Pro, which is available in AI Mode. Launched in July, Gemini 2.5 Pro brings stronger reasoning, math, and comprehension skills that are helpful even during business calls.

It can accurately note dates, times, and costs because the model is trained to listen intently and parse details in real time. Mixing Gemini 2.5 Pro with Duplex-like calling gives Search a sharper, more flexible means of managing real-world tasks.

Forms guide the call, so nothing’s missed

Before the AI dials, you fill a simple form: business type, pet breed, service needed, timing preferences, and how you’d like to receive the answer (email or text). This step ensures the AI doesn’t miss key details.

It mimics prepping a personal assistant: “Here’s what I need, go get it.” This thoughtful front-loading helps the call flow naturally and efficiently without follow-up confusion or repeated questions during the call itself.

Users get a clear summary afterward

Once the AI completes its calls, Google compiles the results. You’ll receive a summary via email or SMS listing each business, confirmed availability, quoted price, and relevant notes.

It’s like having your research assistant deliver a neat report, plus you didn’t have to spend time dialing. This feature could be a genuine time-saver for those who hate phone menus or waiting on hold.

It’s part of the broader AI Mode upgrades

This calling feature is one among many enhancements to Search’s AI Mode. Google also recently added Deep Search (for heavy research), Gemini 2.5 Pro selection, and voice back-and-forth in Search Labs.

All these features share a goal: to make Search proactive, task-oriented, and assistant-like. Calling businesses is simply one practical example of that shift, and it’s helping Google transform search from answering queries into getting real-world stuff done.

Why it matters to everyday users

If you’re someone who hates phone calls, despises hold music, or just wishes you could skip the back-and-forth, this is a game-changer. Need quotes fast? AI calls multiple places while you continue working.

Traveling and need a last-minute service? AI does the legwork. It’s not about flashy AI for its own sake; it’s about convenience. As someone who hates calling businesses myself, I find this personally refreshing.

Privacy and oversight are key concerns

This is powerful, but control and privacy are critical. Calls are recorded for quality oversight. AI clearly states its identity during calls. Businesses can opt out or end calls at will. Google also polices calling hours to avoid nuisance.

But this introduces new considerations: who listens to recorded calls? How is data stored? Google has framed it as opt-in and transparent, but as this rolls out more widely, watchdogs and users will scrutinize where the line is drawn.

The feature may reshape business engagement

From a business perspective, AI calling could shift expectations. Instead of answering dozens of inquiries, some owners might prefer silent automation that prioritizes clarity. But it also creates new risks: spam bots, misinterpretation by AI, or loss of personal touch.

It will be interesting to see how small businesses adapt, adjust profiles, and tailor messaging now that AI may be the first caller, not a seat-of-the-pants human on the other end.

Evaluating the impact on real people

All this sounds great, but what will users think? Will they trust AI to make calls accurately? Will businesses treat AI calls kindly? As someone who tests new tech, I’m curious whether everyday users will embrace it or find it gimmicky.

Early adopters may love the convenience, but widespread acceptance depends on reliability. If AI misquotes prices or misunderstands voicemails, Google may face backlash.

Industry watchers caution about the broader impact

Analysts and AI ethicists flag bigger questions: What does automated phone-calling mean for labor and communication norms? When does convenience cross into impersonation? Some worry about small businesses being overwhelmed or AI recordings being misused.

Anthony Habayeb, a noted risk management CEO, stresses transparency, oversight, and room for market choice. As this becomes more mainstream, regulation around AI phone calls might follow.

Curious where AI is heading next? See how Google’s new AI agents are already navigating the web for you.

This feels like a hint of the future

When Search answers trivia and executes tasks like calling businesses, it signals a shift. Instead of waiting, users are hiring an AI assistant on the spot. We’re moving from search results to search action.

That’s the promise of agentic AI tools that act, not just answer. Google’s quietly introducing it today through phone calls. What’s next might surprise us even more.

Want to see where this is heading? Meet Google’s gems, the AI helpers transforming your workspace.

What do you think about Google’s new AI feature rolled out for users? Please share your thoughts and drop a comment.

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This slideshow was made with AI assistance and human editing.