Local Business? Google’s AI Might Start Calling – Here’s What to Know

Google has just started rolling out a feature that lets potential customers who are searching for a local servce to use AI to call you on their behalf. Yep — Google’s AI will literally pick up the phone, call the business, introduce itself, and ask for pricing or availability.

This is already live for U.S. users searching for local services like salons, pet groomers, auto shops, and more.

Here’s what you need to know about these Google AI calls as a business owner:

You don’t need to do anything to get these calls

Google decides when to trigger them based on user behavior; not your SEO, not your website quality.

If a customer clicks “Have AI check pricing,” the AI will call your business, whether you’re ready or not. Per Search Engine Journal, a Google spokesperson has said the AI determines which businesses to contact based upon traditional search rankings; only those that appear in results for the query will be contacted.

What to expect

The AI introduces itself as a call from Google and asks questions like:

• “How much do you charge for ___?”
• “Do you have availability on ___?”

Prep your team now

• Tell your staff these calls may come in and that they’re legit
• Make sure whoever answers the phone knows your pricing and availability
• If you use a call center or third-party line, check that they can handle structured questions like this
• Create scripts that can handle these types of calls

Want to opt out of getting these AI calls? You can.

If you’re not comfortable with AI calling your business, you can turn it off in your Google Business Profile. Consider opting out if:

• Your prices vary too much to quote quickly
• Your team isn’t trained for these types of calls
• You want tighter control over first impressions

What to consider

If your competitor picks up and gives a clear answer, and your business doesn’t, you could lose the lead without ever knowing. Even if your website and profile are great, customers may still use this feature to save time.

This will not replace your SEO — it amplifies the need for it.

Even if Google’s AI calls on a user’s behalf, it still pulls from top-ranking results. If your competitor shows up first in search (map pack or organic), they get the call.

Optimized listings and higher rankings will make it more likely for you to receive these calls.

To stay competitive:

• Keep your Google Business Profile fully updated (NAP, hours, services, pricing ranges if possible)
• Make sure your website is optimized and aligned with your GMB profile
• Use local SEO strategies so you’re one of the first options Google pulls from
• Respond to reviews and keep your profile active to stay relevant in Google’s AI model

This AI layer doesn’t replace your marketing, it just raises the bar. And that’s where my team can help.

So which businesses are included?

Types of businesses likely included:

• Pet groomers
• Hair salons/barbers
• Auto repair shops
• Home services (e.g. HVAC, plumbing, inspections)
• Dry cleaners
• Nail salons
• Massage therapists
• Appliance repair
• Tutoring or music lessons
• Local fitness studios or personal trainers

These are mostly appointment-based or quote-based businesses that don’t always show clear pricing online, and where consumers often comparison shop.

Not currently included (or unlikely to be included soon):

• E-commerce stores (products can already be compared online)
• Restaurants (already have menus, reservation tools, or delivery platforms)
• Professional services with complex pricing or custom quotes, like:
  • Lawyers
  • Accountants
  • Architects
  • Marketing consultants
  • Financial planners
• Medical practices (HIPAA concerns and high liability)
• Emergency services (e.g. locksmiths, urgent care — where timing is critical and too dynamic for bots)

May or may not be included depending on how they’re listed:

• Real estate agents (less likely unless Google views them as service providers)
• Freelancers or creatives (depends on profile setup and user behavior)
• Franchise or corporate chains (some may already be using automated systems and less open to AI intervention)

Bottom line: Decide how you want to handle AI calls now — before they start coming in.