Google is rolling out an AI-powered business-calling feature to users in the United States, announced the company on Wednesday. It is also enhancing Google Search’s AI Mode by introducing the Gemini 2.5 Pro model and deep research capabilities.
The business-calling feature utilizes AI to call local businesses to gather information about pricing and availability, enabling users to access information without phone interaction. Google tested the feature starting in January with users in its Search Labs experiments.
To use this feature, users can search for phrases like “pet groomers near me” and select an option to “Have AI check pricing.” After answering a few questions about the desired services and pet type, information from various businesses is provided.
A Google spokesperson informed TechCrunch that the AI announces itself at the beginning of calls, indicating it is an automated system calling from Google. Previously, there was backlash over Google’s earlier feature that imitated human speech. In response, Google ensured that its AI would identify itself as a robot when making calls.
The new feature is now rolling out to all Search users in the U.S., with enhanced limits for Google AI Pro and AI Ultra subscribers. Google is also upgrading AI Mode with the Gemini 2.5 Pro model for AI Pro and AI Ultra subscribers, claiming the model is effective at advanced reasoning, math, and coding queries. Subscribers will find this model available in a drop-down menu within AI Mode.
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The “Deep Search” feature in AI Mode is designed to save subscribers time by conducting numerous searches and providing reasoning across various pieces of information to generate a comprehensive report within minutes. Deep Search is applicable for thorough research concerning jobs, hobbies, or educational pursuits and is beneficial for significant life decisions, such as purchasing a home or performing financial analyses.
Since its debut earlier this year, AI Mode has received several enhancements as Google competes with services like Perplexity AI and OpenAI’s ChatGPT Search. Last month, Google introduced a voice conversation feature for engaging with AI Mode interactively. In May, a shopping experience was integrated, allowing users to view product visuals and utilize AI-driven guidance based on product data.
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