Google’s “Have AI Get Prices” feature is here.

How Will Your Business Fair?

Adam Squires • January 26, 2026

Google has done it again with the quiet rollout of a new feature that will likely leave many businesses scratching their heads as they wonder why an AI representative from Google is reaching out to inquire about their services, pricing, and availability.

The ongoing race in AI technology has multiple competitors striving for supremacy, and Google has been consistently updating its search features, prompting businesses and agencies to refine their internal processes to keep up. This latest AI-powered price comparison feature is merely the newest addition in a series of recent updates. A similar change emerged recently with Google’s Local Services Ads platform, which functions in a comparable manner by directing AI shoppers to the top four LSA ads to request competitive bids with minimal information from the consumer.

What Does This AI Price Shopping Feature Mean for Your Business?

Here at U Rank Local, we have been emphasizing this point for some time, and it bears repeating.

BUSINESSES THAT FREQUENTLY MISS PHONE CALLS, DEPEND ON POTENTIAL CLIENTS LEAVING VOICEMAILS, OR DELAY RESPONSES TO ONLINE INQUIRIES ARE FACING A CRITICAL JUNCTURE.

Transparency in pricing is poised to become an essential AI Ranking Signal for LLM's and is already influencing recent feature developments. For years, following the introduction of voice assistants like Siri in 2011 and Google Now in 2012, search engines have been gearing up for what they refer to as a Screenless Environment.

Implications for Search With a Screenless Environment

The screenless environment profoundly alters the dynamics of search functionality and transforms the ways in which end users access and engage with information.

• Answers over Options: In the absence of a screen to showcase numerous links or filtering choices, search results need to provide a singular, accurate, and definitive answer to the user's query.
• Context is Essential: Devices operating in screenless environments depend significantly on contextual data such as a user's location, history, and current circumstances to deliver relevant information efficiently.
• Zero Click Searches: Many user queries in screenless environments lead to zero-click searches, where users receive answers directly from the search engine through voice assistants or AI-generated snippets, eliminating the need to visit a website.

Shift in SEO: The focus in SEO has evolved for content creators and marketers, shifting from merely attracting clicks to establishing themselves as authoritative sources that Google and other AI search services can rely on for accurate direct answers and AI Overviews.

In essence, a screenless environment in search engines prioritizes efficiency, context, and immediate gratification of information needs through an intuitive non-visual interaction.

As consumers become increasingly aware and begin utilizing features like this, businesses may face significant challenges. The necessity for transparent pricing, active engagement with online leads, and exceptional customer service prior to the sale will represent the next critical opportunity for optimization. Many digital marketing experts predict that this transformation will take place within the next 12 to 24 months, creating a limited window for businesses to implement essential adjustments.

How Google’s “Have AI Get Prices” Feature Works

I conducted a test to see how the process works for me.

To get started, make sure you are signed into your Google Profile. I searched for Emergency Plumbers St George UT, and here’s the sequence of questions Google prompted me with to gather the information needed for my estimate request.

The Results

I answered a series of straightforward questions, mostly consisting of selectable fields and Google filled in my contact details. Because I submitted my request early in the morning before their AI bot was working, I received the email below, and 15 minutes after the Google AI was on the clock, I automatically received the other email below in my inbox, within 15 minutes (with the option to receive results via SMS as well).

Consumers Expectation  Is “Immediate Gratification”, How Will Your Business Stack Up?

Out of the 12 plumbing companies Google’s AI called, only 1 company successfully interacted with AI to give “kinda pricing”. This highlights a prediction made by Google just before the pandemic, indicating that nearly all businesses will need to incorporate some form of ecommerce capability as consumers increasingly anticipate it.

The ability to sell, book, schedule, and close business online is no longer an option for most businesses, especially for Service Area Businesses like Plumbers, Pest Control, HVAC, Landscaping, and many others. The era when you could successfully manage your business using just a phone and email is behind us. Today's online consumers insist on having their needs met in a digital-first manner, or they will simply take their business elsewhere; it's truly that straightforward.

What Does Google's AI Pricing Feature Mean for Your Business?

I’ve listed actions below that we know here at U Rank Local, by tracking and building digital presence since 2019, that will affect your lead flow.

• Answer Your Phone – Many business owners we encounter are astonished to learn that, several months into our partnership, we have been diligently monitoring their missed calls, with some reporting up to 40 to 50% of calls going unanswered.
  • Knowledge: Google can determine whether you’re answering your phone or not, and if you frequently let calls go unanswered, there’s little incentive for Google to rank you in search results. Their primary aim is to meet the needs of users, and we all know that reaching a voicemail is far from satisfying. Keep in mind that the pursuit of "Immediate Gratification" is the expectation.

• Inform and Train Your Employees: If Google contacts you to inquire about your business, pricing, services, and availability, don’t hesitate to respond. Be straightforward and succinct, providing your most competitive price along with any current discounts, as this is your crucial opportunity to secure that client. Keep in mind that the consumer's decision on whom to reach out to will be based solely on your answers during Google’s call.
• Missed Calls Are a Slow Death – Again Google measures if you’re missing calls. They most notably started this on Local Services Ads (LSAs). We, as an agency, saw this first hand with clients. They would start off very hot on LSAs, then performance would start to drop, with eventually getting next to no results. The culprit? Not answering the phone. Your position begins to downgrade, and LSA costs increase.
• Speed to Lead Has Always Been the Standard – Since 2021, our agency has conducted extensive tests on speed to lead and we've discovered that responding to online leads within 5 minutes significantly boosts your chances of securing the business, whereas closing percentages begin to decline thereafter and plummet to nearly zero after 30 minutes.
  • Knowledge: Speed to Lead is obviously important, use marketing automation to respond to leads fast to keep them engaged till you can get to them.
• Pricing on Your Website Will be the New Standard – This might unsettle many business owners, and I can already hear the objections: "You want me to post my services and pricing online?" In a nutshell, yes, because if you're serious about attracting business online, this is essential. It's crucial to share your narrative, showcase your services, highlight what sets you apart, and explain why potential customers should choose you. The trend of displaying pricing and offering booking options on service area business websites is on the rise, and it's only a matter of time before someone leads the charge by implementing these innovative technologies at scale.
  • Pricing Advice: Consistency in accurate pricing is essential for success. Gemini emphasizes the importance of maintaining uniformity in your pricing strategy:
    • AI Trust & Inclusion – AI requires clear and accessible pricing data which encompasses your website, your Google Business Profile (GBP), and the information relayed by your Customer Service Teams to AI inquiries.
    • Customer Trust & Experience – Your website needs clear price ranges or tier pricing using schema markup so AI can parse it. Inconsistant pricing that differs from what your website says, what your GBP says, and what your Customer Service Team says hurts your credibility and can make your business look dishonest and/or unrelaiable.
    • Train Your Customer Service Reps!
      • Training is Mandatory: Ensure your team is well-versed in the approved price ranges and the precise terminology to use when engaging with callers, including those interacting with an AI bot.
      • Clear Communication Over Upsell: The objective of the CSR during interactions with AI or any initial inquiry should focus on providing clear and consistent information, avoiding any immediate pressure to upsell that may lead to confusion or an overwhelming high-end quote.
      • Review Calls: Review any recorded calls to verify that the discussed price ranges and pricing factors align with the information presented on your website.
• Scheduling & Buying Online is the New Standard – If you're still relying on paper calendars or outdated scheduling software, it's time for an upgrade. Your CRM and website must be equipped to reflect your team's availability and the time needed for each service. Customers are eager to purchase your services and schedule appointments online; the only barrier is that you haven't provided this option yet.
• Thoroughly Fill Out Your GBP – Ensuring that your business information is complete allows Google to accurately determine your hours of operation, service areas, available service options, and pricing details so make certain that this information is thoroughly filled out.
  • Local Service Ads Advice: Handling calls after hours may require a different approach since your usual plan of promptly returning calls might not be as effective moving forward so be sure to run LSA ads when you are prepared to take calls.
  • Pro-Tip for GBP: Ensure that your business hours are accurate and that any pre-scheduled holidays for your company are properly recorded.
• IVR Systems & Phone Tree Businesses: This situation is quite complex as Google has yet to provide any guidance for businesses utilizing automated phone answering systems. At U Rank Local, we are actively connected to experts testing to see if this new feature can navigate IVR systems.

Businesses aiming to enhance their online marketing efforts should see these recent advancements as valuable opportunities to transition towards a more automated marketing system that places a strong emphasis on the experiences they provide to potential customers. Delaying these changes could result in businesses falling further behind and struggling to catch up to competitors who have already adopted these innovative ideas and technologies.