Google’s latest advancements in artificial intelligence are reshaping how users interact with search engines, introducing features that blur the lines between digital assistance and real-world action.

The company has unveiled an AI-powered tool that can place phone calls to local businesses on behalf of users, querying for details like pricing and availability. This development, announced today, marks a significant step in Google’s push to make its search platform more proactive and agentic, potentially disrupting traditional customer service models.

At the core of this update is a feature rolling out to all Google Search users in the U.S., allowing the AI to handle mundane tasks that once required human effort. For instance, a user searching for “best pizza delivery near me with gluten-free options” could prompt the AI to call restaurants directly, gather responses, and summarize them in real time. According to The Verge, this capability leverages Google’s vast data resources to ensure accurate, context-aware interactions, reducing the friction in everyday queries.

Enhancing Search with Agentic AI

While the calling feature is broadly accessible, Google is reserving more advanced tools for its paid subscribers. Through the AI Mode in Google Search, users with Google AI Pro or AI Ultra plans gain access to Gemini 2.5 Pro, an upgraded language model designed for complex, in-depth research. This isn’t just about faster answers; it’s about synthesizing information from multiple sources into comprehensive reports.

The Google Blog highlights how AI Mode now includes “Deep Search,” a function that dives into nuanced topics, such as market trends or scientific inquiries, producing detailed analyses within minutes. Industry insiders note that this positions Google as a direct competitor to specialized research firms, potentially shifting how professionals in fields like finance and consulting gather intelligence.

Privacy and Ethical Considerations

As AI takes on more autonomous roles, questions about privacy and data handling inevitably arise. Google’s implementation ensures that calls are transparent, with businesses informed that they’re speaking to an AI agent. However, concerns linger about the potential for misuse or errors in AI-mediated communications, which could lead to misinformation or strained business relationships.

The Verge reports that Google has built safeguards, including user controls to review and approve AI actions before they occur. Still, for industry observers, this raises broader implications: as AI agents become commonplace, regulatory scrutiny from bodies like the Federal Trade Commission may intensify, especially regarding consent and data security in voice interactions.

Market Impact and Future Prospects

The integration of Gemini 2.5 Pro into AI Mode represents Google’s aggressive AI strategy, building on announcements from its I/O 2025 conference. Subscribers can now tackle “deeper research” tasks that mimic human expertise, from competitive analysis to personalized recommendations, all powered by enhanced multimodal capabilities.

According to the Google Blog, these features aim to make search “more helpful and intuitive,” but they also underscore Google’s monetization push through tiered subscriptions. Analysts predict this could boost revenue streams, with AI Ultra potentially attracting enterprise users seeking advanced analytics. Yet, competition from rivals like OpenAI’s offerings means Google must continually innovate to maintain its edge.

Challenges Ahead for Adoption

Widespread adoption hinges on user trust and seamless integration. Early feedback, as noted in The Verge, suggests excitement tempered by skepticism about AI’s accuracy in real-world scenarios, such as negotiating prices or handling accents in calls.

Looking forward, Google’s moves could redefine e-commerce and local services, empowering small businesses through increased visibility while challenging them to adapt to AI inquiries. As the technology matures, it may pave the way for even more sophisticated agents, capable of booking appointments or resolving disputes autonomously. For now, this rollout signals Google’s vision of an AI-driven future where search isn’t just informative—it’s actionable.