Google is rolling out an agentic AI-powered business calling feature to all users in the United States, the company announced on Wednesday. The tech giant is also enhancing Google Search’s AI Mode by bringing its Gemini 2.5 Pro model to the search experience and introducing deep research capabilities.
The new business calling feature uses AI to call local businesses on your behalf to collect information about availability and pricing. The idea behind the feature is to help you access information without having to actually pick up the phone and talk to someone.
Google first began testing the feature back in January with users who opted into the company’s Search Labs experiments.
To get started, you need to search for something like “pet groomers near me,” and you’ll see a new option in the results to “Have AI check pricing.” From there, you answer a couple of questions to receive information about appointments and services from different local businesses. For example, you will be asked what type of pet you have, what services you need, and when you need the service.
A Google spokesperson told TechCrunch in an email that every call to a business begins by announcing that it’s an automated system calling from Google on behalf of a user.
It’s worth noting that Google faced backlash a few years ago for a similar business-calling feature that simulated human speech, as some users were concerned that the company was misleading people into thinking they were speaking with another human. Following the backlash, Google said its AI would identify itself as a robot when placing these calls.
The new business calling feature is starting to roll out to all Search users in the United States, with higher limits for Google AI Pro and AI Ultra subscribers.
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Google is also supercharging AI Mode, the Google Search feature that lets you ask complex and multi-part questions via an AI interface, with Gemini 2.5 Pro for Google AI Pro and AI Ultra subscribers. The tech giant says the model excels at advanced reasoning, math, and coding questions. Subscribers will be able to select the 2.5 Pro model from a drop-down menu in AI Mode.
As for the new “Deep Search” feature in AI Mode, Google says it will save subscribers hours by conducting hundreds of searches and issuing reasoning across differing pieces of information to create a comprehensive and fully-cited report in minutes.
Google notes that Deep Search is useful for in-depth research related to jobs, hobbies, or studies. The company says it’s also useful in instances where you’re making big life decisions, like buying a new house or seeking assistance with a financial analysis.
Since its launch earlier this year, Google has been building out AI Mode with additional capabilities as it continues to take on popular services like Perplexity AI and OpenAI’s ChatGPT Search. For example, Google last month rolled out the ability to have a back-and-forth voice conversation with AI Mode. In May, Google introduced a shopping experience in AI Mode to allow you to view product visuals and other AI-powered guidance that leverages product data.
