New Feature Calls Dealers and Allows Consumers to Book Services From Oil Changes to Full Factory Service Without Ever Picking Up the Phone
In a move that blends artificial intelligence with real-world convenience, Google is rolling out a new feature called Ask for Me, allowing AI to make phone calls to businesses on behalf of users. The experimental tool, currently available only for nail salons and auto shops, can gather information on pricing, availability, and even help book appointments.
How It Works
Users who enable the feature via Google Search Labs may see an Ask for Me prompt when searching for local auto shops or nail salons. After selecting it, Google’s AI will ask follow-up questions, such as whether you need an oil change or tire rotation, what type of vehicle you have, and preferred appointment times. Users must provide an email or phone number to receive updates on their request.
The feature is powered by Google’s Duplex technology, an AI tool that can make human-like calls to book reservations or inquire about services. According to Google product lead Rose Yao, Ask for Me is an extension of this voice assistant capability. When making calls, the AI clearly identifies itself as an automated system calling on behalf of a user.
Concerns and Business Response
While the tool could reduce the need for users to make phone calls themselves, some business owners may not be thrilled about AI-placed calls. Mechanics and nail salon owners may face confusion when answering a call from an AI, especially if they’re unfamiliar with the feature.
To address concerns, Google is allowing businesses to opt out of receiving automated calls. They can do this through their Google Business Profile settings or by directly telling the AI not to call them when they receive an initial request. Google spokesperson Craig Ewer assured that call quotas are in place to prevent excessive outreach and that collected information could be used to streamline similar inquiries from other users.
The Future of AI-Powered Customer Service?
Google’s Ask for Me is another step toward AI-assisted customer interactions, but it raises questions about how comfortable businesses and consumers are with AI making calls on their behalf. The company’s previous AI calling experiment, Duplex, saw mixed results—while some businesses embraced the automation, others found it confusing or unnecessary.
As Google refines Ask for Me, the success of the feature may depend on how seamlessly AI can integrate into everyday business interactions without disrupting customer service. For now, the experiment remains limited, but if it proves effective, Google could expand the feature to more industries in the future.