Google’s New ‘Ask For Me’ Reviewed: Is This Bad For Local Businesses?

Google has once again introduced a new AI-powered feature, “Ask For Me,” aimed at making it easier for users to request local service quotes. While the technology is undeniably impressive, it raises a crucial question: Is this feature a game-changer for local businesses, or will it become a burden that forces small business owners into a price war?

Since its launch as a Search Lab test, ‘Ask For Me’ has been tested in select industries such as automotive repair and nail salons. Google uses its Duplex AI to automate calls, gather pricing information, and provide customers with multiple quotes, all in just a few minutes.

However, while this technology may seem like a win for consumers, small businesses are beginning to raise concerns. Does it truly offer a fair opportunity, or does it lead to increased pressure, price undercutting, and unnecessary workload for local businesses? Let’s explore the feature in detail and its implications for businesses.

What is ‘Ask For Me’?

‘Ask For Me’ is an AI-powered feature designed to help users quickly get pricing and availability details for local services. Google’s Duplex AI makes automated calls to businesses, gathers relevant information, and presents users with options without requiring them to call each business individually.

Key Highlights:

• Google automates service price inquiries.
• Initially launched for automotive repair and nail salons.
• Users enter their service details, and Google contacts businesses for quotes.
• Results are displayed within minutes, showing prices and availability.
• Businesses that do not answer the call are marked as unreachable.

At first glance, this might seem beneficial, as it eliminates the hassle of calling multiple businesses manually. But what does this mean for local business owners?

How ‘Ask For Me’ Works

1. User Journey

• When a user searches for a service, such as “oil change near me”, the ‘Ask For Me’ option appears beneath the Local Pack.
• The user is prompted to click on “Get Started.”
• They are then asked to choose from a list of available services (e.g., factory maintenance, tire change, engine repair, etc.).
• The user provides vehicle details such as make, model, year, and mileage.
• Next, they select preferred scheduling times and how they’d like to receive responses (email or SMS).

2. The AI’s Role

• Google’s Duplex AI makes calls to local businesses.
• Businesses answer and provide pricing & availability details.
• Google compiles this information and delivers a summary to the user.
• If businesses don’t answer, the user is informed that they were unavailable.

3. Speed & Efficiency

• First-time users may take up to 90 seconds to complete the process.
• Experienced users can do it in under a minute.
• Google calls businesses and compiles results in approximately 15–20 minutes.

While it sounds efficient, businesses are already identifying potential downsides.

Challenges for Small Businesses

While ‘Ask For Me’ streamlines customer requests, it introduces several complications for small businesses:

1. Increased Competition & Price Wars

• The system effectively pits businesses against one another purely based on price and availability.
• This encourages customers to choose the lowest quote rather than evaluating factors like service quality, reputation, or customer experience.
• Many small businesses might feel pressured to lower their prices to compete, reducing their profit margins.

2. More Work with Less Personal Interaction

• Businesses now need to respond to automated calls, taking time away from serving real customers.
• The interaction is impersonal, meaning businesses don’t get a chance to explain their services properly.
• Customers only see a price and availability, leaving no room for upselling or differentiation.

3. Risk of Spam & Misuse

• Competitors might use ‘Ask For Me’ to flood rival businesses with fake inquiries, wasting their time.
• Businesses also risk scammers exploiting the system by providing false quotes.

4. Pressuring Businesses to Engage in ‘Bait and Switch’ Tactics

• Some businesses might feel the need to quote lower prices just to secure inquiries, only to later adjust prices in person.
• This could damage customer trust and increase dissatisfaction.

In short, while Google aims to help users, it may unintentionally harm small businesses by creating a race to the bottom.

Limited Testing Scope

Unlike most Google updates, ‘Ask For Me’ is being tested on an opt-in basis via Search Labs, meaning only select users can access it.

Key Observations:

• Google typically tests features on 1% of users before expanding.
• In this case, it requires explicit user opt-in, suggesting hesitation in rolling it out widely.
• This could indicate concerns about practicality and backlash from businesses.

If Google does expand it, businesses may have little choice but to adapt—or opt out.

How Businesses Can Opt Out

Businesses can disable Google Duplex calls by following these steps:

1. Go to Google Business Profile.
2. Click on the three-dot menu.
3. Select Business Profile settings.
4. Choose Advanced settings.
5. Under Google Assistant calls, turn off “Automated calls.”

Opting out prevents Google from calling your business for pricing and availability inquiries.

Final Thoughts

The introduction of ‘Ask For Me’ presents a double-edged sword:

• For consumers, it’s a convenient way to get quick service quotes.
• For businesses, it introduces price wars, impersonal transactions, and increased workload.

Is This the Future of Local Business Interactions?

• AI-powered quote requests may become the norm.
• Businesses will need to adapt automation strategies to keep up.
• Google must address business concerns before rolling this out fully.

For now, small business owners must weigh the pros and cons of staying in Google’s system or opting out.

FAQs

1. Is ‘Ask For Me’ available for all businesses?

No, it is currently being tested only for automotive repair and nail salons.

2. Can I opt out of Google’s ‘Ask For Me’ calls?

Yes, you can disable automated calls in your Google Business Profile settings.

3. Will ‘Ask For Me’ be expanded to more industries?

Possibly. If Google finds success with its test, it might roll it out to other service-based businesses.

4. How does Google decide which businesses to call?

Google calls multiple businesses listed in the Local Finder to compare pricing and availability.

5. Can ‘Ask For Me’ hurt my business’s profitability?

Yes, as it emphasizes price over service quality, businesses might feel pressured to lower their rates, affecting profitability.

Conclusion

Google’s ‘Ask For Me’ is an exciting yet concerning innovation. While it makes getting quotes easier for customers, it also introduces new challenges for small businesses. The feature could drive down profits, add workload, and make local services feel more like a price competition rather than a value-driven choice.

If you’re a business owner, the best move for now is to stay informed, test the system carefully, and decide whether opting in or out aligns with your business goals.