Google's Gemini can now call businesses for you

Google's Gemini AI assistant can now make phone calls to businesses on behalf of users, according to the latest feature known as Direct My Call. This is Google's second attempt at such a feature, aiming to give users more control over calls made by AI. Users can ask Gemini to handle tasks like placing orders, scheduling appointments, making reservations, or checking product stock availability.

The AI navigates automated customer service menus and waits on hold until human representatives respond. Gemini identifies itself as an AI when making the call and provides a real-time text transcript, allowing users to intercede at any time. This feature is currently being tested among Pixel 11 owners, but it remains uncertain if it will be rolled out to a wider audience.

Meta is also testing a similar feature on a broader range of devices, but they encountered pushback when some calls were handed to human contractors due to privacy concerns and operator issues. Google has previously introduced similar features, such as "Talk to a Live Representative," which transcribes automated menu features for easier reading and remembering.

Both Google and Meta have faced challenges with their AI-driven call services before, with Meta experimenting with human contractors that ultimately failed due to privacy issues.