Gemini can now call stores for you, but only in the US

Google has given its AI assistant Gemini a new ability: it can call local businesses and talk to them for you. The feature is called "Call for Me." Previously, it had only been seen in hidden code in the Phone by Google app, where it went by the name "Hedwig." According to media reports, an early preview began rolling out in the US from September 24.

What can it do?

Among other things, Gemini can check opening hours, ask whether an item is in stock and get quotes for a service. It can also book or change appointments and reservations. In addition, it can navigate automated phone menus ("press 1 for...") and wait on hold for you.

The target is especially the calls many people would rather avoid.

You have to approve it yourself

Gemini does not call on its own. Before the call, it shows an overview of the task, the phone number and the information it will share. Only when you tap "Call for me" does the call begin.

When it calls, it states that it is an AI assistant calling on your behalf. It mentions your name and says the conversation is being recorded. That way, the person answering knows it is not a human.

Who can use it?

For now, the requirements are fairly narrow. You must be over 18 and live in the US. You need a Pixel 11 with an American SIM card and a paid Google AI subscription. The phone must also use the public beta version of Phone by Google, the latest Gemini app and have English as its language.

What does it mean for us?

Danish users cannot use the feature yet, and Google has not announced a date for Europe. But it shows how AI is moving from answering questions to carrying out practical tasks for us. It also raises questions about how businesses and employees should deal with talking to an AI, and about recording conversations. Google's requirement to disclose that it is an AI is a first answer to that.

What this means for you

You cannot use the feature in Denmark yet, so there is nothing to turn on now. Over time, however, it could save you from tasks such as waiting on hold or calling to find out whether a store has an item in stock. If you work in a store, a workshop or another business, you can already start thinking about how you will handle calls from an AI that says it is calling on behalf of a customer.