Google has taken another significant step forward in the application of artificial intelligence with the launch of its latest feature, "Ask for Me." Announced on Thursday, this experimental tool allows users to instruct AI to make phone calls to local businesses, querying them about services, pricing, and availability. Initially, the feature is focused on auto repair shops and nail salons, enabling users to sidestep the often tedious process of making such inquiries themselves.
"Ask for Me" is part of Google's Search Labs, which aims to test innovative features for enhancing user experience. This latest experiment reflects the tech giant's growing investment in AI capabilities, shifting toward more agentic experiences where AI acts proactively on behalf of the user. According to Rose Yao, Google’s VP of Search Product, "We’re testing right now with auto shops and nail salons, to see how AI can help you connect with businesses and get things done."
The process is straightforward for users who enroll in Search Labs. They can trigger the feature by conducting relevant searches, such as “oil change near me” or “nail salons nearby.” Upon selecting the "Ask for Me" option, users provide details about the services they want, and the AI sets out to gather information through phone calls.
When the AI connects with the business, it introduces itself as calling on behalf of the user—essentially making clear to the recipient they are speaking to an AI system. If the call goes through successfully, the AI can ask questions related to pricing and service availability. The user then receives the requested information via SMS or email within approximately 30 minutes. During testing, the AI successfully garnered pricing details for services, though some businesses were "unable to be reached," indicating potential limitations during initial deployment.
Google hopes the feature will alleviate some of the burden from everyday interactions with local services, aligning with broader trends of integrating AI to assist users efficiently. The underlying technology behind "Ask for Me" draws from Google's Duplex, previously praised for its ability to make restaurant reservations seamlessly. Duplex first debuted at Google’s developer conference back in May 2018 and has since expanded its capabilities to assist users more extensively.
"This is using the same underlying Duplex tech that's used to make restaurant reservations via Search/Maps," explained Yao, highlighting the technological foundation of this latest offering. With AI increasingly becoming part of daily tasks, cosmetic enhancements to how users interact with businesses can reshape consumer habits and expectations.
Nonetheless, as Google forges forward with such technologies, it also faces scrutiny. The introduction of AI-driven communication raises questions about privacy, user consent, and the potential for misunderstanding between human representatives and automated systems. Google has opted to address transparency proactively, ensuring businesses are made aware they are speaking with AI agents and allowing them the option to refuse such calls if desired.
Although "Ask for Me" is still classified as experimental, Google intends to explore various services beyond the current scope over time. Rose Yao noted, "We clearly disclose calls, and businesses can opt out if they wish." Such provisions aim to maintain the integrity of interactions and approach ethical standards as AI systems evolve.
Competition looms as similar AI tools emerge, such as OpenAI's "Operator," which operates on web-based tasks. While "Ask for Me" focuses on telephone queries, Operator handles online actions like filling out forms or making requests directly on websites. Assessing market feedback, Google will refine its offerings according to user needs and situations it encounters.
By reducing the need for direct interaction with local businesses, the "Ask for Me" feature could fundamentally alter conventional consumer experiences, enabling users to conduct everyday tasks with greater ease. The capabilities of AI-assisted communication are poised to grow, enhancing accessibility and efficiency as technology continues to advance.
This progressive move also prompts industry stakeholders to reconsider the roles of AI as customer assistants. With Google's extensive reach and resources, the impact of "Ask for Me" on local business engagement might extend beyond mere automation to become integral to how businesses operate and maintain customer relations.
Overall, as "Ask for Me" continues to develop through its trial phase, its effects remain to be seen. Will users embrace the technology and streamline their interactions with businesses? Only time will tell if this new AI experiment will lead to widespread adoption or remain as another notch on the innovation belt.