Google is taking its Gemini AI assistant a step further by allowing it to make actual phone calls to businesses on behalf of users.
The new experimental Call for Me feature can handle routine conversations with businesses, including checking whether a product is available, asking for service prices, booking or changing appointments and navigating automated phone systems. Gemini can also remain on hold until a business representative answers.
Editorial Insight
Key Highlights
Important points readers should notice.
Issue/Event: Google introduces experimental Gemini “Call for Me” functionality.
Location: United States initially.
Authority/Organisation: Google / Gemini.
Action Taken: Gemini can make business calls, navigate menus, wait on hold and communicate with businesses.
Impact: The feature moves Gemini beyond answering questions toward completing real-world tasks on behalf of users.
The feature is designed for situations where users would otherwise have to spend time calling businesses themselves. Google says Gemini makes the call using the user's device and phone number, while the user can monitor the conversation through a live transcript and take over the call whenever necessary.
Google's system also tells the recipient that the call is being made by an AI assistant from Google on the user's behalf and that the call is recorded.
Editorial Analysis
Why This Matters
The development represents a broader shift in consumer AI from generating answers to performing tasks. Instead of simply telling users a business's opening hours or helping them find a service, an AI agent can now potentially make the call, ask questions and return the result. For consumers, this could reduce the time spent waiting on hold or repeatedly calling businesses. For businesses, it also means interactions with AI callers may become part of everyday customer communication. At the same time, AI-operated phone conversations raise practical questions about accuracy, privacy and how businesses handle automated callers. Google's current rollout includes user controls and disclosure that the caller is an AI assistant.
