Google’s AI Business Calling is coming — and it could turn retailers into price-only vendors

As AI takes over more consumer interactions, small firms in the home improvement market must weigh the promise of frictionless leads against the risk of becoming commoditised and invisible.

In the latest twist in the AI race, Google is now trialling a feature that allows its Gemini-powered assistant to phone businesses on behalf of consumers to ask about pricing, stock availability and services—returning the answers without the customer ever needing to pick up the phone.

The feature, dubbed ‘Business Calling’, has been quietly piloted in the U.S. for months but is expected to expand further. When someone searches for a service — “window fitter near me” or “replacement bifold doors”, for example—Google now gives them the option to let its AI do the talking. It prompts the user with a few simple questions, then calls the business itself to get answers. The responses are returned by email or text.

For busy consumers, the appeal is obvious: no awkward phone calls, no waiting on hold, and no pressure. But for retailers and tradespeople—particularly in home improvement sectors like windows, doors, conservatories, and glazing—the implications are more complex.

The promise: more leads, less hassle

The upside is straightforward. Small businesses that are quick to pick up the phone and give clear, structured answers will benefit from new customer leads, often from users who wouldn’t have made a direct call themselves. There’s no need to hire someone to man the phones full time, and the system only handles a limited number of calls per day.

Crucially, the system is opt-in. Businesses uncomfortable with AI contacting them can disable the feature via their Google Business Profile or tell the AI agent during the call. But opting out could mean missing out on potential customers—especially younger, tech-savvy homeowners who are increasingly allergic to making phone calls.

The downside: the death of the conversation

However, beneath the convenience lies a more troubling trend—especially for small and independent businesses who rely on personal service, trust-building, and face-to-face consultation to sell value rather than volume.

By inserting itself as the intermediary between consumer and business, Google risks reducing complex purchasing decisions—like fitting new sash windows or choosing composite doors—to simple, binary data: “What’s the price?” “Do you have this in stock?” “When’s your earliest appointment?”

And when customers no longer speak directly to retailers, they lose the opportunity to hear about build quality, long-term value, security features, or guarantees. There’s no chance to explain why one door costs £1,500 and another only £900—because the conversation never happens. Quality becomes invisible. Price becomes king.

This dynamic tilts the playing field in favour of high-volume, low-margin operators who can afford to compete on price alone, squeezing out independents who differentiate on service, product knowledge, and installation expertise.

A race to the bottom?

“Google is effectively flattening all businesses into a spreadsheet,” says one Midlands-based double-glazing installer. “They’re taking away the ability for us to talk to customers, to understand what they need, to offer better solutions. We become a figure on a list.”

This commodification of service is already visible in other sectors—like travel, insurance, and car hire—where decades of comparison sites have trained consumers to value price over all else. The arrival of Business Calling may do the same for home improvement, a category that has long thrived on trust, personal relationships, and informed consultation.

Preparing for the AI middleman

Still, the technology is coming—and avoiding it entirely may be unwise. Smart firms will respond by tightening how they present their products: clear pricing structures, simplified options, and pre-prepared answers to common queries. Those with clean, up-to-date Google Business Profiles and well-trained staff are more likely to rise to the top of the AI’s calling queue.

More radically, it may prompt a renewed focus on digital branding. With fewer opportunities to persuade a customer by phone, businesses will need to sell their value earlier—through professional websites, rich product content, reviews, and compelling photography that shows what makes them different.

A turning point

Google’s AI calling feature isn’t inherently bad—it reflects a consumer desire for speed, ease, and convenience. But as with many technologies, its impact will depend on how it’s used—and how businesses adapt.

For Britain’s home improvement SMEs, the challenge is not just to answer Google’s call, but to ensure their business remains more than just the cheapest voice on the line.