Google’s new AI-powered SEO feature uses Duplex technology to check real-time product availability by either accessing integrated inventory data or calling stores directly, enhancing local search results with immediate purchase information. This innovation emphasizes the importance for businesses to integrate their inventory with Google and provide excellent phone service, as it can significantly influence sales and customer recommendations.
Google has introduced a groundbreaking SEO feature that directly impacts local businesses by using AI to check real-time product availability. When shoppers see a new “Check real-time stock” button in local search results, Google’s AI—powered by a technology called Duplex—will call the store on behalf of the customer to inquire about product availability, pricing, and deals. This means that how a store’s front desk handles these calls can determine whether the business secures the sale before the customer even visits the store.
This feature is currently in testing in the US and limited to specific categories such as toys, health and beauty, and electronics. Duplex, first demonstrated in 2018 as a highly human-like AI assistant capable of booking appointments, now extends its capabilities to transactional queries. Google is strategically focusing on the most valuable local searches—those with immediate purchase intent—by streamlining the process so shoppers don’t have to call or visit multiple stores themselves.
Google’s approach involves two main pathways for businesses. Ideally, stores feed their real-time inventory and pricing data directly into Google’s systems via point-of-sale integrations or merchant centers. In this scenario, Google can instantly confirm product availability without making a call, giving those businesses a significant advantage by appearing as the immediate answer to shoppers’ queries. This reduces the need for costly AI phone calls and improves the customer experience.
For businesses not integrated into Google’s data systems, the AI will place a call to the store to verify stock and pricing. This makes the quality of customer service at the front desk crucial, as the AI’s assessment of the response will influence whether the store is recommended or skipped in favor of competitors. Essentially, every call becomes a critical sales opportunity, and staff must be trained to handle these inquiries efficiently and confidently.
Overall, this new feature signals a shift in how local businesses compete for sales online. Google is not cutting out the retailer but controlling how customers connect with them, emphasizing the importance of accurate inventory data and excellent phone interactions. Businesses that adapt quickly by integrating their inventory with Google and optimizing their customer service will dominate local markets, while those that lag risk losing sales before customers even arrive.