Google tests letting Gemini call businesses for you

If you pay for a Gemini subscription, your phone calls to businesses will be automatically handled by AI.

Google is piloting a new feature called "Call for Me" that allows its Gemini AI to make phone calls to businesses on behalf of users. This experimental feature, initially available to U.S. Pixel 11 owners with a Gemini subscription and the beta version of the Google Phone app, enables Gemini to handle tasks such as checking product availability, making reservations, rescheduling appointments, or placing items on hold. Gemini will use the user's personal phone number, can navigate automated phone menus, wait on hold, and conduct conversations. Users can monitor the call via a live transcript and can intervene at any time. This builds on Google's prior AI-powered calling assistance, including features like "Ask for Me," "Hold for Me," and "Direct My Call," aiming to make interactions more natural and capable.

The "Call for Me" feature signifies a significant advancement in AI agent capabilities, moving beyond simple inquiries to executing complex, real-world transactions. By integrating directly with a user's personal number and allowing for natural conversation, Google aims to bridge the gap between AI assistance and practical utility, potentially redefining customer service interactions for businesses and convenience for consumers.

This rollout, starting with a limited beta, highlights Google's cautious yet determined approach to deploying advanced AI in sensitive areas like personal communication. The success of "Call for Me" could pressure competitors to accelerate their own AI agent development for similar voice-based tasks, impacting the broader market for AI assistants and customer service automation.