Google Expands Search with AI-Powered Business Calling in the U.S.

Google has launched a new artificial intelligence feature within its Search platform that can directly contact local businesses on behalf of users to collect service details, prices, and availability. The capability, now being rolled out to all U.S. users, is designed to streamline the process of comparing local service providers.

From Search Query to Service Quote
When someone looks for services—such as dry cleaning, pet grooming, or similar offerings—they may now see an option inviting the AI to handle the information request. Instead of calling several places individually, users can fill out a quick online form describing what they need, including:

• Type and specifics of the service

• Preferred timeframe for booking

• Communication preferences (email or text)

• Any other relevant requirements

The AI then identifies local businesses that match both the search intent and the given criteria, contacts them by phone, and gathers details like costs, available appointment slots, and service variations. Once the information is collected, it is compiled into an easy-to-read summary for the user.

How Businesses Are Selected
The system relies on the same ranking methods Google already uses for local search results. Only businesses appearing in those results and matching the request will be contacted. This makes search optimization even more important for service providers wanting to be considered.

Control for Business Owners
Local companies can choose whether or not to receive calls from this AI assistant by adjusting their settings in the Google Business Profile dashboard. Google positions this tool as a way for businesses to reach potential customers without extra manual effort, while allowing them full control over participation.

Access and Premium Benefits
The calling capability is now active for all Search users in the United States. Subscribers to premium AI tiers, such as Google AI Pro and AI Ultra, can make more requests per month and will be the first to access future enhancements before they are made widely available internationally.

Impact on Local Marketing
With AI handling the outreach, businesses with accurate, complete, and well-optimized profiles will have an advantage in being contacted. Companies may also need to prepare staff or automated systems to handle more frequent inquiries initiated by AI rather than humans.

By removing the need for individuals to make multiple phone calls, Google aims to turn search results into immediate, actionable leads. The success of this feature will depend on how well it navigates varied business processes and on the willingness of service providers to participate.