Google Search allows you to call local businesses using AI

Google has searched for a new AI-driven call feature that contacts local businesses on behalf of users to gather price and availability details.

This week, the ability to deploy to all US search users allows people to request information from multiple businesses in a single query.

When searching for services such as pet grooming and dry cleaning, users are now presented with a new option to “AI Check Pricing.”

How it works

After selecting the AI option, the user will be guided through the form to provide details about the services they require.

Google's AI will call on relevant local businesses to gather information such as pricing, booking availability, service options and more. The responses are consolidated and presented to the user.

The experience starts with a typical local search, such as “Pet Groomer near me.” When AI call functionality is available, users can specify details such as:

• Pet type, variety, size
• Services requested (e.g. bath, nail trim, haircuts)
• Time preferences (for example, within 48 hours)
• Priority communication method (SMS or email)

According to a Google spokesperson, AI decides which businesses to contact based on traditional local search rankings. Only those that appear in the results of related queries and match the user criteria will be contacted.

What does it look like

The example illustrates a multi-step process in which a user enters information and confirms a request.

Google collects all responses from participating companies, including price and availability, through automated calls.

Before submitting a request, users must ensure that Google can call the business to share the details submitted. This process is in compliance with Google's Privacy Policy, and users will be informed of how they use their data.

Business participation and management

Companies can manage whether or not they receive these AI-driven calls through their business profile settings.

Google also explains this feature to create “new opportunities” to connect with potential customers, while also controlling participation to businesses.

Available to all (with premium bonus)

The AI call feature is available to all US users, but Google AI Pro and AI Ultra subscribers benefit from higher usage restrictions.

Google says it will expand globally before more agent AI features debuts for these subscribers.

What does this mean?

As AI uses standard local search rankings to select your business, it becomes even more important to maintain strong SEO for local SEO.

Companies with optimized listings and rankings are more likely to get a lead when they receive a call.

This could also change the way businesses handle inbound requests. Those who rely on phones are advised to prepare their staff or systems more often, perhaps to handle scripted AI initiation inquiries.

Looking ahead

Google aims to make searches more practical by automating time-consuming tasks, such as collecting services.

Recruitment depends on how much AI handles the actual complexity and the number of businesses opting in.

For marketers and local service providers, search visibility connects directly to lead generation is another indication. By keeping your business profile data accurate and visible to local results, you can increasingly determine whether your business will be contacted at all.