New Search Feature Lets Google Contact a Local Business Using AI

Google has started testing a feature that could change how people connect with brands and businesses. In the US, the search giant is rolling out an update to Google Search that lets it call a local business using AI, allowing users to know more about prices, availability, and services without lifting a finger. While the feature isn’t in the UK yet, it signals a big shift in how search and customer enquiries may work in the near future.

How Google’s AI Calling Feature Works

Traditionally, a customer might search “dog groomers near me” and then manually call several shops to compare prices or book an appointment. With this new feature, Google takes on that legwork.

Here’s how it works:

1. Search trigger – a user searches for a service such as “pet grooming” or “dry cleaning.”
2. AI option appears – if the feature is available, a button like “Have AI check pricing” pops up.
3. Form submission – the user fills in details such as pet type, breed, size, required services, and time preferences.
4. AI calls businesses – Google’s AI then phones relevant local businesses, gathers responses, and compiles the information.
5. Results delivered – the user sees a summary of pricing, availability, and service options without making a single call themselves.

Effectively, Google acts as a virtual assistant, handling the tedious step of phoning around.

Privacy and Business Control

Understandably, some businesses may be cautious about an AI cold-calling them. Google says participation is optional: companies can manage whether they want to receive AI-initiated calls through their Business Profile settings.

Users also get transparency. Before the AI makes calls, Google asks for consent and clarifies how the provided information will be shared. These conversations are bound by Google’s privacy policy.

This control is vital. On one hand, businesses gain a new way to capture leads without needing to wait for customers to call. On the other, they’ll need to decide whether they’re comfortable handling automated enquiries that might not follow natural conversation patterns.

Why Local SEO Just Became More Critical

The AI doesn’t randomly contact every business in the area. Instead, it uses Google’s existing local search rankings to determine which companies to call.

This means:

• Businesses with well-optimised listings are more likely to get calls.
• Inaccurate or incomplete information could cause your business to miss out.
• Reviews, photos, and correct opening hours suddenly carry even more weight.

For UK businesses, this underscores the importance of maintaining a strong local SEO strategy. If and when the feature launches here, your visibility in local results could directly determine whether your phone rings at all, albeit via an AI rather than a person. And when you think about the competitive landscape, being seen as a local business using AI could even become a marketing advantage.

What This Could Mean for Customer Service

For consumers, the benefit is obvious: no more wasting time ringing five different plumbers to ask about weekend availability. For businesses, though, there are challenges and opportunities:

1. Increased call volume

Even if customers aren’t phoning directly, you may get more enquiries funnelled through AI. Staff will need to respond quickly and consistently.

2. Consistency matters

If the AI records inaccurate details (for example, misunderstanding your pricing), customers may lose trust. Training staff to handle AI-driven calls clearly and simply could help avoid confusion.

3. Reduced direct interaction

Businesses lose the chance to build rapport during the initial phone call. That means your Business Profile and online reviews become even more important as trust signals.

Preparing Your Business Now

Although this feature is not yet available in the UK, forward-thinking businesses can start preparing. Consider the following pointers:

1. Optimise your Google Business Profile

Ensure your opening hours, contact details, and services are accurate. Adding fresh photos and encouraging satisfied customers to leave reviews can also strengthen your profile and make your business more appealing.

2. Streamline your pricing information

Your pricing should be as clear as possible online. Where appropriate, publish a standard pricing list so that both customers and AI systems can easily understand your costs and services. This will help reduce confusion while saving you time.

3. Train staff for consistency

Staff should be prepared to respond clearly and consistently when asked about common services. Providing a script or guidelines helps avoid discrepancies and ensures the information captured by AI remains accurate.

4. Monitor local SEO trends

Keep an eye on how AI-powered search evolves. Following US developments can offer valuable insight and help UK firms get ahead by adapting early to changes in how customers interact with local search results.

The Bigger Picture

Google’s AI calling tool is part of a wider push to make search more actionable. Instead of just showing you results, it wants to handle steps of the process on your behalf. For users, this reduces friction. For businesses, it changes how leads arrive.

If this tool rolls out in the UK, it could mark a shift in customer expectations. People may come to expect quick, AI-aggregated responses instead of spending time calling around. The businesses that adapt early by keeping their online presence sharp and their customer service clear will be the ones to benefit most. In short, the future belongs to the local business using AI to stay visible, competitive, and customer-friendly.

Future-Proof Your Online Strategy Today

Google’s new AI calling feature might feel futuristic, but it’s closer than many UK businesses think. While it’s only live in the US for now, the lesson is clear: local SEO, accurate information, and customer-ready processes will be more important than ever. If your business isn’t prepared, you risk being invisible in this new AI-powered search landscape. On the other hand, if you adapt early, you’ll be well-positioned to capture leads the moment Google brings this technology across the Atlantic.

At Springhill Marketing, we’re committed to helping businesses future-proof their digital marketing strategies. From optimising your local SEO to boosting your online visibility, our team can ensure you’re ready for the next wave of AI-driven search. Get in touch today to discover how we can keep your business ahead of the curve.