Google’s Gemini AI assistant can now call businesses for you: Here’s how it works

Google unveiled a new feature on Thursday, September 24 that enables its Gemini AI assistant to make calls to real-world businesses on behalf of users. This 'Call for Me' functionality allows users to request inquiries such as product availability at stores, restaurant reservations, or doctor's appointment scheduling. However, the feature is in the experimental stage and only available to Pixel 11 users with a Gemini subscription in the United States. To use the feature, users must also download the beta version of Google's Phone app for Android.

Gemini can share the user's personal information with the called party, pending approval. Users can monitor the calls through a live transcript and take over at any time. Gemini leverages the user's own phone number to make the call, and the assistant introduces itself when answering the phone. It can also navigate automated phone menus and wait on hold if necessary.

This new capability follows Google's previous AI-assisted calling features, including a Google Assistant demo at its annual I/O developer conference that made a reservation at a salon with natural-sounding conversation. Earlier this year, Google launched 'Ask for Me,' which allowed Gemini to call businesses to inquire about pricing or services.

Pixel smartphone users also have access to features such as 'Hold for Me' or 'Talk to a Live Rep,' which navigate phone trees and wait on hold for a real person to answer. Additionally, 'Direct My Call' displays numbers to help users navigate Interactive Voice Response (IVR) systems.