“We’re now bringing a new, agentic capability directly into Search: AI-powered calling to local businesses,” the blog post states. “From pet grooming to dry cleaning needs, Search can now call businesses to get pricing and availability information on your behalf — without you needing to pick up the phone.” 

To get started, users just need to search for something — perhaps a local HVAC company for service repairs — and now there will be a new option in the results to “have AI check pricing.” 

“From there, you can submit your request and Search will do the rest, consolidating information about appointments and services from different businesses to present you with a range of options — saving you time and creating new opportunities for businesses to easily book customers,” the blog states.  

Chris Lollini, chief reputation engineer at Reputation Igniter, said the impact of this new feature on service businesses, especially in the HVAC and plumbing industries, can’t be overstated. 

“This feature is a game-changer for local service businesses,” Lollini said. “Your Google Business Profile (GBP) is no longer just a listing — it’s the front line of lead generation. If you’re not optimized, you’re invisible to this new AI-driven channel.” 

Businesses that treat their GBP as a living, accurate, and AI-ready resource will be the ones who benefit most as Google begins actively connecting customers to providers. 

“Google’s AI calling puts even more pressure on accuracy,” Lollini said. “If your hours, services, or pricing aren’t up to date on your profile, you risk missing out on qualified leads because the AI can’t confirm what the customer needs.” 

Lollini said to think of it like this: Ranking high in Local Search now determines whether Google’s AI even considers calling your business. It’s not just about being found online anymore — it’s about being chosen to receive the call. 

“This changes the definition of SEO (search engine optimization) success,” Lollini said. “It’s not just about clicks or website visits; it’s about preparing your business to handle AI-initiated conversations that can turn into booked jobs.” 

HVAC and plumbing companies are in particular need to prepare for a more structured interaction. These AI calls will be straightforward and data-driven, not warm conversations. If a contractor’s profile isn’t dialed in, they won’t even get on the AI’s radar. 

“We’ve entered the era of ‘AI-ready marketing,’” Lollini said. “If you’re not feeding Google clean, clear, and comprehensive data through your Business Profile, you’re effectively telling the AI not to call you.”