Google will now call contractors on consumers’ behalf

Google on Wednesday began rolling out a new AI feature in the U.S. that will call local businesses on users’ behalf to gather pricing and availability details, according to an announcement.  

What’s happening: When making ‘near me’ searches, consumers will see a ‘Have AI check pricing’ button within the results. 

• “From there, you can submit your request,” the company says, “and Search will do the rest, consolidating information about appointments and services from different businesses to present you with a range of options.”
• See an example 

Zoom in: The feature covers all U.S. states except Indiana, Louisiana, Minnesota, Montana, and Nebraska, Google said, though it didn’t disclose why those states are excluded.  

• The company enabled the feature by default, at no charge, but businesses can opt out via Business Profile settings. 
• Calls won’t be made late at night or early in the morning, it added.

Of note: Google’s technology determines which businesses to contact based on traditional local search rankings, a company spokesperson told news site Search Engine Journal.

• Yes, but: “[Businesses] that rely on phone calls may want to prepare staff or systems to handle more frequent, possibly scripted, AI-initiated inquiries,” Search Engine Journal notes.

What they’re saying: “Business Profile data becomes increasingly critical as the automated calling system relies on accurate information,” PPC Land writes, referring to pricing, availability, and service information. 

• “Those with incomplete or outdated profiles may receive automated calls seeking information updates, creating additional operational overhead,” it adds. 

The big picture: The announcement follows a similar move in April, when Google updated its terms for Local Services Ads, giving it the right to analyze and use pricing information gathered from inbound calls. 

What’s next: The new capability began rolling out to U.S. users this week.