Google is testing an AI-powered feature called “Ask for Me,” designed to automate calls to businesses and gather information on service availability, pricing, and other details.
While the tool promises greater convenience for users, it raises critical concerns regarding privacy, business disruptions, and the ethical implications of substituting human interactions with AI.
How the Feature Works
Users enrolled in Google’s Search Labs can activate “Ask for Me” by searching for services such as “oil change” or “nail salons nearby.”
After specifying preferences like the car model or desired service details, Google’s AI makes calls to relevant businesses and delivers a summary of the responses directly to users.
Concerns
- Accuracy Risks: The potential for AI misinterpretations could lead to inaccurate pricing or availability information, wasting users’ time and harming business reputations.
- User Privacy: Providing personal contact information (email or phone) to receive updates increases data vulnerability. Google’s privacy policy lacks clear information about data storage protocols and potential third-party access.
In 2018, Google’s Duplex demo faced backlash when the AI initially failed to disclose its non-human identity during calls.
Although “Ask for Me” now includes transparency disclaimers at the start of calls, skepticism about Google’s long-term accountability persists.
Business Impact: Help or Hindrance?
Google offers businesses the option to opt out of receiving calls either through their Business Profiles or by making an on-call request. However, small businesses may find it difficult to navigate these settings.
High call volumes could disrupt daily operations, particularly for businesses with limited staff, posing operational challenges rather than offering support.
Unanswered Questions
- Call Quotas: How exactly does Google’s call quota system function? Without clarity, high demand may still overwhelm popular businesses.
- Search Rankings: Will businesses that opt out of “Ask for Me” calls face penalties in search visibility? Google has not addressed this concern.
Data Efficiency
Google claims that aggregated data from user-business interactions will streamline future inquiries. However, this practice introduces the risk of exposing sensitive business details—such as seasonal pricing strategies—to competitors.
Regulatory Concerns
Both GDPR and CCPA mandate explicit consent for data collection and usage. It remains unclear whether businesses are informed that their responses might be used to train Google’s AI models.
AI’s Role in Customer Service
“Ask for Me” continues Google’s push toward automation, following tools like “Talk to a Live Rep,” which reduced the need for users to wait on hold when calling businesses.
However, as AI tools handle more customer interactions, concerns emerge over potential job displacement, particularly in sectors like hospitality and retail.
Market Realities
- Competitive Landscape: Tech giants such as Amazon and Apple may develop similar AI-powered tools, further accelerating automation in customer service.
- Human Skills Decline: Over-reliance on AI assistants could diminish users’ basic communication skills, much like how GPS reduced the need for navigation skills.
Ethical and Technical Challenges
- Transparency: While calls begin with a disclaimer identifying the AI caller, businesses may not fully understand how their data is collected or used. Mandating explicit consent before calls could address this issue.
- Bias Risks: AI systems trained on limited datasets might favor larger, well-known chains over smaller, independent businesses, skewing market visibility and perpetuating inequalities.
The introduction of “Ask for Me” illustrates the vast potential of AI to simplify everyday tasks. However, for such innovations to be successful, Google must address concerns around privacy, transparency, and equitable access for businesses.
Balancing technological advancement with ethical responsibility remains essential to fostering trust and fairness in the evolving digital economy.
