Observed Signal · Jul 17, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Negative
Google Debuts Deep Search and Gemini Call
Google is rolling out AI-driven enhancements to its search experience, introducing Deep Search and Gemini Call. Deep Search uses the Gemini 2.5 Pro model in AI mode, performing hundreds of background queries to assemble the best possible answer rather than a list of links. The feature is currently available to users with Google AI Pro or Ultra subscriptions. Gemini Call enables the AI to place automated calls to local US businesses (e.g., hair salons, cleaners, auto shops) to obtain pricing and service details, with the responses delivered to the user by SMS or email. The technology is described as Duplex-based and agent-oriented, effectively making Google a gatekeeper for information and communication. Publishers may see reduced organic visibility as Google shifts toward AI-generated answers, while businesses can opt out of automated AI calls in their Google Business Profile and Google imposes call limits to curb abuse.
Major AI-driven search update from Google with potential impact on publishers' visibility and advertising dynamics.
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Key Takeaways & Evidence Grounding
- Deep Search uses Gemini 2.5 Pro in AI mode with hundreds of background queries to craft the best answer.
- Deep Search is available to Google AI Pro and Ultra subscribers.
- Gemini Call lets the AI automatically call local US businesses (e.g., hair salons, cleaners, auto shops) to retrieve pricing and service details.
- Gemini Call is based on Google's Duplex technology and described as an agent-based AI interaction.
- Publishers may lose organic visibility as Google shifts to AI-powered answers; businesses can opt out of automated AI calls in Google Business Profile and Google enforces call limits.
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Google pushes traditional search results down with Gemini
Google announced at its I/O conference a re-engineering of Search that places an "intelligent search box" and LLM-powered responses (Gemini) front and centre. The update encourages conversational follow-ups, will prioritise LLM-generated answers over traditional link lists, and expands features already seen as AI Overviews and AI Mode. Google plans background "information agents" (Antigravity-powered) that monitor web changes and will roll agentic features out to Google AI Pro and Ultra subscribers later this year, while the new Gemini-powered interface begins appearing immediately. Google says AI Overviews are used over 2.5 billion times a month and AI Mode has one billion monthly users; daily Google Search volume is estimated at 13.7 billion searches. Gemini Spark personal assistant is entering production after a US beta for select Ultra subscribers.
Google Gemini 3 Elevates Search and App AI
Google announces Gemini 3, its latest AI model, integrated directly into the Google Gemini App and activated in Search via AI Mode. The model promises multimodal understanding, nuanced responses, and generative layouts, with agentic capabilities that support multi-step tasks and coding. Gemini 3 is supported by a new Antigravity platform for Vibe Coding, enabling autonomous agent actions and app-level workflows; developers can access Gemini 3 through Google AI Studio, Vertex AI, Gemini CLI, and the new Agentric-Building platform Antigravity. The rollout emphasizes deep integration across Google services (Maps, Canvas, Chrome) and introduces enhanced AI capabilities for developers and end users. Google notes Gemini 3's broad reach (650 million monthly active users; 13 million developers) and cites performance benchmarks from internal assessments. Availability begins in the US for Pro/Ultra users, with broader deployment including Germany planned later. The company positions Gemini 3 as a major step in its AI strategy against competitors like OpenAI, Meta, and Anthropic.
Google tests Gemini 'Call for Me' feature on Pixel 11
Google is testing a new AI-powered feature called 'Call for Me' that enables Gemini to make phone calls to businesses on behalf of users, such as checking product availability, making reservations, or rescheduling appointments. The feature is initially rolling out to Pixel 11 owners in the U.S. who subscribe to Gemini and use the beta version of Google's Phone app. During calls, Gemini can share approved personal information, and users can follow a live transcript and take over at any time. Calls are made from the user's own phone number. Google emphasizes this is a small-scale experiment due to the nuances of real-world conversations, building on prior AI calling features like 'Ask for Me' and 'Hold for Me'.
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