The Game-Changing Search Breakthrough
Google just announced that its AI can now call local businesses on behalf of customers to check pricing and availability. When someone searches for "pet groomers near me" or "dry cleaning services," Google's AI will phone multiple businesses, gather information, and present consolidated results, all without the customer lifting a finger.
This feature is rolling out now to all US Search users, with subscribers to Google AI Pro and AI Ultra getting higher usage limits. The AI makes real calls to actual business phone numbers, asks about services and pricing, then compiles everything into an easy comparison for the customer.
Google is also introducing Gemini 2.5 Pro and Deep Search capabilities to paid subscribers. Deep Search can conduct hundreds of searches and create comprehensive, fully-cited reports in minutes, something that would normally take hours of manual research.
Businesses remain in control through their Google Business Profile settings. They can opt in or out of receiving these AI-powered calls, giving them choice over how they want to be discovered.
How This Impacts MSMEs in Malaysia
While this feature launches in the US first, Malaysian businesses should pay close attention because this represents the future of local search. When customers can instantly compare your prices, availability, and services against competitors without calling anyone, being easily discoverable and responsive becomes critical for survival.
For Malaysian MSMEs still relying on phone calls and walk-ins, this is a wake-up call. Your Google Business Profile is no longer just a listing, it's becoming your AI-ready storefront that needs complete, accurate, and up-to-date information at all times.
Businesses that haven't optimized their online presence will become invisible. If your business phone goes unanswered, if your Business Profile has outdated hours, or if your pricing isn't clear, you'll lose customers to competitors who are better prepared for AI-driven discovery.
This also means Malaysian businesses need to think about how they'll handle AI interactions. Will your staff know how to respond to AI callers? Can your systems provide quick, accurate information when these AI agents come calling?
The competitive advantage will shift to businesses that make it easiest for AI to understand and recommend them. This means structured data, clear service descriptions, updated pricing, and excellent response times become non-negotiable.
What You Should Do to Adopt/Adapt This
Start by claiming and completely optimizing your Google Business Profile today. Ensure every field is filled out, your business hours are accurate, your phone number is answered promptly, and your services are clearly described with pricing information where possible.
Train your staff to handle inquiries efficiently and professionally, whether they come from humans or AI. Practice giving clear, concise answers about your services, availability, and pricing, this skill will become increasingly valuable as AI calling becomes mainstream.
Consider how you can make your business information more accessible to automated systems. This might mean adding structured pricing to your website, creating FAQ sections that clearly answer common questions, or using scheduling tools that integrate with Google.
Don't wait until this feature launches in Malaysia to prepare. Businesses that start optimizing now will have a significant head start when AI-powered search becomes the norm in our market.
Partner with AI consultants who understand both the technology and local business context. They can help you implement the right systems, train your team, and position your business for this AI-driven future without overwhelming your operations.
Reference
https://blog.google/products-and-platforms/products/search/deep-search-business-calling-google-search/
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