Google AI assistant calling businesses with Ask for Me feature

Google’s ‘Ask for Me’: AI Calls Local Businesses for You

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Google’s “Ask for Me” is a groundbreaking AI feature that calls local businesses on behalf of users, collects data about services, prices, and availability, and returns a summary directly in the search interface. Powered by advanced Gemini 2.5 Pro models and rooted in Duplex technology, this function transforms Google Search into a true digital assistant. In 2025, the feature is expanding across the U.S., targeting auto services, salons, pet grooming, and more, offering benefits like time-saving, accessibility, and hands-free information gathering. Designed for modern users who prefer text-based interactions or dislike calling, it marks a shift in user experience and local SEO strategy. The service operates with full transparency and business opt-out options, aligning with Google’s ethical AI use standards.
This article explains how Google’s “Ask for Me” feature uses AI to call local businesses, collect pricing and availability details, and report results directly to the user. Optimized for AI-driven search engines, this post targets tech readers in English-speaking markets seeking information about Google Search Labs, Gemini AI, Duplex calling, and agentic search features introduced in 2025. Key phrases include: Ask for Me Google, AI calls for you, Gemini AI search automation, Google AI phone assistant, Search Labs experiments 2025.

The Era of Digital Assistants Has Begun!

Brief: Tired of calling service centers, salons, or workshops to get prices or available appointments? Google is developing a solution: Ask for Me – an AI function that makes calls, asks questions, gathers information, and returns a summary of results to you. Initially limited to specific categories and users within Search Labs, this feature is being widely rolled out in Google Search in the U.S. during July 2025, with increased quotas for Google AI Pro and AI Ultra subscribers.

Google has taken a significant step in transforming search from a static tool into a proactive digital assistant by introducing the innovative “Ask for Me” feature within its Search Labs program. This function, which uses artificial intelligence to call local businesses on behalf of users, was officially launched on January 14, 2025, as an experimental option, and is gradually expanding to a broader base of Google Search users in the United States during July 2025.

How Google “Ask for Me” Works

Imagine you want to check the opening hours of a nearby restaurant, find out if a beauty salon has an available appointment, or confirm the availability of a specific product in a store. Instead of dialing the number yourself, you can now simply make a request to Google using the “Ask for Me” option.

Here’s how the process works step-by-step:

  1. Local Service Search: After activating the “Ask for Me” option (which was initially available in Google Search Labs and is now being widely rolled out into standard search), the user searches for local services such as “auto shop near me,” “nail salon near me,” “pet groomer near me,” or “oil change near me.”
  2. AI Assistance Offer: If the feature is available in your area and for the given category, Google automatically offers an option like “Have AI check pricing” or an “Ask for Me” card.
  3. Brief Questionnaire: The user clicks on the offered option and fills out a short questionnaire with specific details, such as the type of service, car model, preferred appointment time (as soon as possible, weekdays, weekends), and preferred contact method (email or SMS).
  4. AI Calls Businesses: Google’s artificial intelligence, using enhanced Google Duplex technology (now combined with the latest Gemini AI models like Gemini 2.5 Pro), automatically calls the selected local businesses. The AI voice at the beginning of the call clearly announces that it is calling from Google on behalf of the user, ensuring transparency.
  5. Data Collection and Consolidation: During the conversation, the AI agent uses advanced Natural Language Processing (NLP) and text-to-speech generation capabilities to ask questions, understand responses, and gather relevant information about prices, available appointments, and services. Prices, available appointments, and services are recorded and compiled into an overview.
  6. Result Delivery: Within approximately 30 minutes (or faster, depending on the complexity of the query), the user receives a concise answer – availability and price – via SMS message, email, or directly within the search interface, depending on the chosen contact method.

Why This Matters and the Broader Context of Google’s AI Strategy

“Ask for Me” represents the next step in transforming search from a static tool into a proactive digital assistant. In today’s fast-paced world, efficiency is key. This feature significantly simplifies daily tasks, eliminating the need for manual calling and waiting on hold, which is especially useful for:

  • Saving Time: Quickly getting information without phone conversations.
  • Overcoming Anxiety: For those who avoid phone calls due to social anxiety or simply “hate calling.”
  • Accessibility: Enables easier interaction for people with hearing impairments who can rely on text-based communication with the AI assistant.

This is a clear indication of Google’s strategy to integrate artificial intelligence deeper into its core products. Google has been investing in the development of AI solutions that simplify life for years, and “Ask for Me” is part of a broader Google AI strategy within AI Mode and the Gemini system, which already enable agentic calling, deeper research (Deep Search), complex reasoning, and greater automation within search. As of July 2025, advanced options like Gemini 2.5 Pro provide users – through Google Pro and Ultra subscriptions – extended AI capabilities, including increased quotas for AI calls.

Technology and Transparency

“Ask for Me” is based on Google Duplex technology from 2018, which became known for its natural, “human-like” sound, including disfluencies like “um” and “uh.” However, the new AI voice now clearly communicates to businesses that it is an automated system. This transparency is a response to earlier criticisms and part of Google’s efforts to ensure ethical AI use.

Control for Businesses: Business owners also have control – they can opt-out of this experiment by changing settings in their Google Business Profile or even during the call itself. Google has also introduced call quotas to avoid overwhelming small businesses’ phone lines and prevent spamming.

Advantages and Challenges

Advantages:

  • Simplified Process: Significant time savings and elimination of uncomfortable phone call experiences for users.
  • Fast and Discreet Results: Information arrives quickly and directly to the user, often within 30 minutes.
  • Potential for Small Businesses: For local services that do not have online booking systems, this feature can lower barriers and bring more inquiries, especially from younger audiences who avoid phone calls.

Possible Challenges:

  • Potential Confusion for Businesses: Employees may be confused when a phone call is initiated by AI, although Google has introduced call quotas and an opt-out option.
  • Ethical and Privacy Dilemmas: Although Google states that calls are transparent, questions remain about the storage of recordings and the use of business responses for model training. Google states that collected information can help with similar requests from other users, implying data aggregation.

Current Status and Future

Currently, the “Ask for Me” service is primarily available in the U.S., undergoing testing, with the possibility of users being placed on a waiting list due to limited capacity. Google plans to expand to additional business categories (beyond auto services, nail salons, pet grooming, and dry cleaning) and potentially a global rollout later in 2025. The success of this system will depend on acceptance by consumers and businesses.

This feature is not an isolated project – “Ask for Me” is part of a broader Google AI strategy within AI Mode and the Gemini system, which already enable agentic calling, deeper research (Deep Search), complex reasoning, and greater automation within search. With its activation, advanced options like Gemini 2.5 Pro provide users – through Google Pro and Ultra subscriptions – extended AI capabilities.

Conclusion

Google’s “Ask for Me” experiment represents the next step in transforming search from a static tool into an active digital assistant. Automated calls to businesses on your behalf break down the phone barrier, but they also bring new ethical and privacy dilemmas. The success of this system will depend on acceptance by consumers and businesses – but it is clear that the era of conversations with AI agents is already beginning.

Sources:

  • The Verge: “Google’s ‘Ask for Me’ uses AI to call local businesses for you.” Jan 30 2025. The Verge
  • Google Blog (Robby Stein): “More advanced AI capabilities are coming to Search” – official announcement about AI calling local businesses. Jul 16 2025. blog.google
  • TechCrunch: Google introduces AI-powered calls to businesses + Gemini 2.5 Pro in AI Mode. Jul 16 2025. TechCrunch
  • Tom’s Guide: How AI calling works in Google Search (AI Mode, Deep Search). Jul 17 2025. Tom’s Guide
  • Android Central: AI Mode becomes a personal assistant; AI calls for prices and appointments. Jul 16 2025. Android Central
  • Search Engine Journal: Google Search can call local businesses using AI – implications for local SEO. Jul 16 2025. Search Engine Journal
  • 9to5Google: Launch of Ask for Me experiment in Search Labs (auto services, salons). Jan 30 2025. 9to5Google
  • Search Engine Land: Early preview of “Ask for me” experiment and links to Duplex technology. Jan 30 2025. Search Engine Land
  • WebProNews: Google launches ‘Ask for Me’ – AI calling local businesses. Jan 14 2025. WebProNews
  • Smart Web: Google’s “Ask for Me” feature calls local businesses for you. Jan 14 2025. Smart Web
  • Business Insider: Google’s new AI feature will call businesses for you. Jan 30 2025. Business Insider
  • VICE: Google’s new AI will call businesses for you. Feb 1 2025. VICE
  • Quartz: Google’s new AI calls businesses for you. Jan 30 2025. Quartz
  • Social Media Today: Google’s new AI calling feature could impact local businesses. Feb 3 2025. Social Media Today
  • Tech Times: Google’s ‘Ask For Me’ AI Will Call Businesses for You: What it Does, How to Use It. Jan 30 2025. Tech Times
  • Yahoo News: Google AI ‘Ask For Me’ Calls Businesses For You, Here’s How To Use It. Jan 30 2025. Yahoo News
  • Business Standard: Google Introduces ‘Ask for Me’: AI to Call Local Businesses for You. Jan 30 2025. Business Standard
  • LinkedIn News: Google’s ‘Ask for Me’ uses AI to call local businesses for you. Jan 30 2025. LinkedIn News
  • Scribd (document): Google Ask for Me – AI. Scribd
  • pspcompass.com: Google’s Ask for Me AI Feature Calls Businesses For You. Jan 30 2025. pspcompass.com
  • Wikipedia (Google Duplex): (For basic information about Duplex technology) Wikipedia

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