Google is testing a new feature for its Gemini AI assistant that can place phone calls to businesses on the user's behalf. This feature is in an experimental phase and currently some Pixel 11 owners can try it.
According to Etna via Techspot, users can ask Gemini to call a business, place an order, make an appointment, make a reservation, or check the stock of an item.
Gemini can even navigate automated customer service menus during these calls and wait for a human operator to respond if needed. One important difference between the new feature and Google's previous attempts is greater user control. Gemini identifies itself as an AI when calling and provides the user with a real-time text transcription of the conversation. The user can also take control of the call at any stage.
Google has previously tested features like “Call for me” and “Talk to a live agent.” In one of these features, the AI managed the call while waiting on hold so the user did not have to spend time waiting. The “Call guiding” feature also converted automated phone menus to text so users could more easily view and select options.
However, the important question is how businesses will react to AI calls. Meta is also testing similar technology with Muse, but the company ran into problems after some businesses cut off calls upon identifying the AI. Meta even turned to human contractors to fill this gap, but this approach faced challenges due to privacy concerns and issues with some contact center operators.
Meta’s experience shows that business acceptance of automated AI calls may not be as simple as developing the technology. Meanwhile, Google and Apple have more experience in AI-assisted call screening. Pixel phones have supported AI-generated responses for calls for years, and Apple has offered Automatic Call Screening.
If Google's new test succeeds, Gemini could evolve from a responsive assistant into a tool that performs some of users’ everyday tasks directly via phone calls.