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New AI feature contacts local shops and restaurants to check prices and book appointments.
Google unveiled significant enhancements to its search platform on July 16, 2025, introducing Gemini 2.5 Pro and Deep Search capabilities to AI Mode subscribers while rolling out an automated business calling feature across the United States. The announcement marks the latest expansion of artificial intelligence integration into search functionality as the company competes in an increasingly crowded AI landscape.
The development represents Google’s most comprehensive search AI update since the initial launch of AI Mode in March 2025. Sundar Pichai, CEO of Google and Alphabet, revealed the new features through a social media announcement at 7:19 PM Eastern Time on July 16. “New advanced AI features coming to Search: Gemini 2.5 Pro and Deep Search are rolling out in AI Mode to help with more complex questions and research,” Pichai stated in his announcement.
According to Google’s official blog post published simultaneously, the Gemini 2.5 Pro model becomes available to Google AI Pro and AI Ultra subscribers through AI Mode’s dropdown menu selection system. The advanced model “excels at advanced reasoning, math and coding questions, helping you with your complex queries with links to learn more,” according to Robby Stein, VP of Product for Google Search.
Deep Search functionality represents Google’s most sophisticated research tool within the search platform. The system conducts “hundreds of searches, reasoning across disparate pieces of information and crafting a comprehensive, fully-cited report in minutes,” saving users significant time on complex research tasks. The feature targets users requiring thorough analysis for professional work, academic studies, or major life decisions including home purchases and financial analysis.
Technical specifications indicate Deep Search operates exclusively with the Gemini 2.5 Pro model, distinguishing it from the default AI Mode experience that continues using earlier Gemini versions for general assistance. Google positions Deep Search as particularly valuable for subscribers needing extensive research capabilities beyond standard search functionality.
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Who: Google CEO Sundar Pichai announced new AI search capabilities targeting Google AI Pro and AI Ultra subscribers, while all US Search users gain access to automated business calling features.
What: The company introduced Gemini 2.5 Pro model access and Deep Search functionality through AI Mode, alongside AI-powered calling capabilities that contact local businesses to gather pricing and availability information on behalf of users.
When: The announcement occurred on July 16, 2025, at 7:19 PM Eastern Time, with immediate rollout beginning for eligible subscribers and all US users respectively.
Where: The features launch across the United States through Google Search and AI Mode interfaces, with business calling affecting local establishments nationwide and enhanced AI capabilities available globally to paying subscribers.
Why: Google responds to competitive pressure from AI-powered search alternatives while advancing its strategy to integrate artificial intelligence throughout search experiences, addressing user demands for complex research capabilities and reducing friction in local business interactions.
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The most significant consumer-facing addition involves automated calling capabilities that enable Search to contact local businesses on behalf of users. The agentic feature allows users to request pricing and availability information without direct phone interaction. Users searching for services like “pet groomers near me” will encounter a “Have AI check pricing” option within search results.
Google’s AI calling feature sends customers automated email updates with local business pricing and availability information.
The feature operates with comprehensive scope across three primary business functions: appointment scheduling, restaurant wait time inquiries, and service pricing confirmation. Google’s system automatically contacts businesses when customers request information, positioning the search giant as an essential communication layer between consumers and local establishments.
Business Profile data becomes increasingly critical as the automated calling system relies on accurate information for effective customer interactions. Companies with incomplete profiles may receive verification calls from Google seeking updated business hours, inventory status, or service availability. The system’s dependency on Business Profile accuracy creates pressure for businesses to maintain current information or face operational disruptions.
Implementation affects all Search users throughout the United States except Indiana, Louisiana, Minnesota, Montana, and Nebraska, where regulatory considerations prevent deployment. Enhanced functionality limits apply to Google AI Pro and AI Ultra subscribers, though basic calling capabilities remain available to all users. The selective geographic rollout suggests varying state-level compliance requirements affecting automated business communication. Business participation occurs through Google Business Profile settings, though the system operates automatically unless companies actively opt out. According to Google’s official documentation, the feature remains “available at no charge” to encourage participation while positioning Google as an intermediary between customers and local businesses. The default opt-in approach means businesses must proactively contact Google or modify profile settings to avoid automated calls.
Call monitoring and recording protocols provide Google with extensive data about local business operations, pricing strategies, and customer service practices. The quality assurance framework enables systematic analysis of business performance across different industries and geographic markets. This data collection represents significant competitive intelligence gathering through Google’s expanding role in local commerce facilitation.
The development places Google in direct competition with emerging voice-powered business services. Meta launched its WhatsApp Business Calling API on July 1, 2025, enabling integrated voice capabilities within messaging threads. The timing suggests increasing industry focus on voice-automated customer interactions.
The automated calling feature represents a significant shift in how Google leverages its Business Profile ecosystem to maintain search dominance. Small businesses face a strategic decision: participate in Google’s AI calling system or risk reduced visibility in an increasingly AI-driven search environment.
Google’s approach creates subtle pressure for business participation through its “no charge” positioning while simultaneously expanding its role as an essential intermediary. The system monitors and records all calls “for quality assurance,” according to official documentation, providing Google with valuable data about local business operations, pricing strategies, and customer interaction patterns.
The feature’s scope encompasses multiple business touchpoints beyond simple contact information. Google’s system can “book appointments,” “check restaurant wait times,” and “confirm price and availability of services” through automated calls to participating businesses. This comprehensive approach positions Google as a critical infrastructure provider for local commerce.
For small businesses, the implications extend beyond individual customer interactions. Companies that maintain updated Google Business Profiles with accurate pricing, availability, and service information gain advantages within the AI calling ecosystem. Those with incomplete or outdated profiles may receive automated calls seeking information updates, creating additional operational overhead.
The geographic restrictions reveal Google’s measured deployment strategy. The feature operates across the United States except in Indiana, Louisiana, Minnesota, Montana, and Nebraska, where regulatory or technical considerations may limit implementation. This selective rollout demonstrates Google’s awareness of varying state-level business regulations affecting automated communication.
Opt-out mechanisms exist but require active business management. Companies must either contact Google directly or modify their Business Profile settings to avoid participation. The default opt-in approach means many small businesses may unknowingly participate in the system until they receive automated calls or discover the feature through customer reports.
The timing coincides with broader changes in local business verification requirements. Google’s recent restriction of service areas to specific geographic boundaries rather than entire states or countries affects how businesses configure their profiles for AI calling eligibility. Companies with overly broad service designations may find themselves excluded from the automated calling system.
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Research published July 14, 2025, revealed that 93.2% of consumers continue trusting Google over AI assistants for local business discovery, despite growing artificial intelligence integration across search platforms.
The automated calling feature addresses documented consumer preferences for avoiding direct business contact while maintaining local search dominance. Traditional search engines capture 78.7% of local business discovery activity, according to the recent Youtech survey, compared to 2.0% preferring AI assistants like ChatGPT, Gemini, and Claude.
Google’s strategic timing coincides with broader AI Mode expansion efforts throughout 2025. The company extended AI Mode access to Google Workspace accounts across the United States on July 2, providing business users with conversational search interfaces utilizing Gemini 2.5 technology. Earlier rollouts eliminated waitlist requirements for all US users over 18, marking Google’s confidence in the technology’s stability.
Marketing professionals express mixed reactions to AI-powered search developments. Recent analysis found that one in five AI responses for PPC strategy contain inaccuracies, with Google AI Overviews demonstrating 26% incorrect answers compared to Google Gemini’s 6% error rate. The performance disparity highlights quality variations across Google’s different AI implementations.
Business profile management becomes increasingly critical as AI features expand. Google implemented restrictions on July 24, 2025, banning country and state-level service areas from Business Profiles, requiring more precise geographic designations for service-based operations. The policy changes directly affect businesses participating in AI-powered calling features.
The enhanced search capabilities operate through Google’s experimental Labs framework, requiring users to opt into AI Mode testing. Gemini 2.5 Pro and Deep Search access remains limited to paid subscribers of Google AI Pro and AI Ultra services, representing Google’s strategy to monetize advanced AI features.
Deep Search processing involves complex query analysis techniques that break down user requests into multiple research components. The system simultaneously processes related information sources before synthesizing comprehensive responses with source citations. This approach differs substantially from traditional search ranking algorithms that prioritize individual page relevance.
Query patterns in AI Mode demonstrate significant behavioral changes compared to conventional search. Users typically submit queries measuring twice the length of standard search inputs, indicating comfort with conversational interfaces for complex information needs. The extended query format enables more precise targeting opportunities for businesses while requiring accurate AI interpretation for effective results.
Security and privacy considerations maintain Google’s existing enterprise standards across the new features. Business calling functionality operates within established Business Profile privacy controls, ensuring companies retain authority over automated contact participation. The calling system respects existing telecommunications regulations while providing businesses with detailed analytics about AI-initiated contact attempts.
The announcement positions Google to defend its search market dominance against emerging AI-powered alternatives. Recent domain analysis shows Wikipedia maintaining 12.02% of citations in Google AI Mode results, followed by Google.com at 7.41% and YouTube at 1.76%, indicating the company’s ability to leverage its content ecosystem within AI-generated responses.
OpenAI’s ChatGPT, Perplexity AI, and other competitors continue expanding search-focused capabilities while developing direct advertiser relationships. Google began placing advertisements within AI chatbot conversations across its partner network, suggesting monetization strategies extending beyond traditional search advertising models.
The local business calling feature addresses specific market gaps where text-based AI interactions prove insufficient for complex service inquiries. Voice communication traditionally achieves higher conversion rates than text-based interactions, particularly for high-value transactions requiring detailed explanations or immediate clarification.
Industry observers note the significance of Google’s measured AI deployment approach compared to some competitors’ rapid feature releases. The company maintains connections between AI-generated responses and original source websites, addressing publisher traffic attribution concerns while building sustainable ecosystem relationships.
Business participation in automated calling features occurs through explicit opt-in mechanisms within Google Business Profile settings. Companies retain control over call scheduling, available information sharing, and interaction boundaries through existing profile management tools.
The privacy framework maintains Google’s established standards for business data handling while extending protections to voice interaction scenarios. Call content and business response data remain within existing Google Business Profile privacy policies, ensuring consistent treatment across different interaction types.
Recent developments highlight ongoing privacy discussions around Google’s AI implementations. The company faced criticism for automatically activating expanded Gemini app permissions across Android devices on July 7, 2025, requiring manual deactivation for users preferring limited AI access.
Consumer advocacy groups continue monitoring AI feature deployments for privacy implications, particularly regarding automated business communications and data collection practices. Google’s approach of maintaining business control over AI calling participation addresses some concerns while enabling broader feature adoption.
The Gemini 2.5 Pro and Deep Search rollout began July 16, 2025, for Google AI Pro and AI Ultra subscribers participating in AI Mode experiments. Google indicated gradual expansion over the following weeks, with availability depending on subscription status and geographic location.
Business calling functionality becomes immediately available to all US Search users, with implementation occurring automatically for participating businesses. The feature operates within existing Business Profile infrastructure, eliminating additional setup requirements for most establishments.
International expansion timelines remain unspecified, though Google historically deploys search features globally following successful US testing periods. The company’s pattern suggests similar AI capabilities may reach other markets within six to twelve months, subject to local regulatory approval and infrastructure readiness.
Technical support for the new features integrates with existing Google AI Pro and AI Ultra customer service channels. Businesses encountering issues with automated calling functionality can address concerns through standard Business Profile support mechanisms.
Agentic capability Agentic capability refers to AI systems that can act autonomously on behalf of users to complete specific tasks. Unlike simple chatbots that only provide information, agentic AI can initiate actions such as making phone calls, booking appointments, or gathering data from multiple sources. In Google’s implementation, the agentic calling feature represents the search engine acting as an independent agent that contacts businesses to fulfill customer requests without requiring direct human intervention.
Query fan-out technique Query fan-out technique describes a search processing method where a single user query gets broken down into multiple related subtopics and searches. Instead of treating a complex question as one search, the system simultaneously processes hundreds of related searches to gather comprehensive information. This approach allows AI Mode to provide thorough responses by synthesizing data from multiple sources rather than relying on traditional single-page ranking algorithms.
Conversational search interfaces Conversational search interfaces enable users to interact with search engines through natural dialogue rather than traditional keyword-based queries. These systems allow follow-up questions within the same session, maintaining context from previous interactions. Users can ask clarifying questions, request additional details, or refine their searches without starting over, mimicking natural human conversation patterns rather than formal search syntax.
Business Profile ecosystem The Business Profile ecosystem encompasses all the interconnected Google services and data points related to local business listings. This includes Google Business Profiles, Google Maps integration, customer reviews, business hours, contact information, service offerings, and booking capabilities. The ecosystem creates a comprehensive digital presence for businesses while providing Google with extensive data about local commerce patterns and business operations.
Local search dominance Local search dominance refers to Google’s overwhelming market control in helping consumers find nearby businesses and services. This dominance extends beyond simple search results to include map listings, business information, customer reviews, and now AI-powered calling features. Google’s position allows it to influence how customers discover and interact with local businesses, creating dependencies for companies seeking online visibility.
Multimodal capabilities Multimodal capabilities enable AI systems to process and understand different types of information simultaneously, including text, images, audio, and video. Google’s Gemini models can analyze visual content through Google Lens integration, understand spoken queries, process written text, and watch video content. This versatility allows for more natural interactions where users can combine different types of input rather than being limited to text-only searches.
Attribution concerns Attribution concerns relate to how website publishers worry about receiving proper credit and traffic when AI systems summarize their content. When Google’s AI provides direct answers, users may not click through to the original websites, potentially reducing traffic and revenue for content creators. Publishers fear that AI-generated responses could replace the need to visit their sites, undermining their business models and reducing their incentive to create quality content.
Synthesis from multiple information sources Synthesis from multiple information sources describes the AI process of combining information from various websites, databases, and content sources to create comprehensive responses. Rather than simply ranking individual web pages, AI systems analyze and combine relevant information from dozens or hundreds of sources to provide thorough answers. This approach requires sophisticated natural language processing to ensure accuracy and coherence across diverse information sources.
Geographic accuracy requirements Geographic accuracy requirements refer to Google’s standards for how precisely businesses must define their service areas and locations. Recent policy changes prevent businesses from claiming entire states or countries as service areas, instead requiring specific cities, postal codes, or regions within reasonable driving distances. These requirements ensure that local search results accurately reflect where businesses actually operate and can realistically serve customers.
Competitive intelligence gathering Competitive intelligence gathering involves collecting and analyzing information about competitors’ business practices, pricing strategies, and market positioning. Through its automated calling system, Google gains access to real-time pricing data, availability information, and service details across multiple businesses in the same industry. This systematic data collection provides Google with comprehensive market insights while potentially creating advantages for businesses willing to share more detailed information.