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Surge in Pricing Requests via Google's AI

In a recent study released by Invoca, a prominent player in revenue execution, there has been a staggering surge of over 300% in pricing request phone calls from Google's AI agents in November 2025. This increase is significant when compared to the previous month, raising eyebrows and concerns about how businesses are responding to this new trend. As AI technology advances, its implications in the market are becoming more pronounced.

Understanding the AI Calling Feature

Google's AI agent calling feature, launched in July 2025, enables consumers to let an AI agent contact multiple local businesses on their behalf, specifically to inquire about pricing and availability for various services. Initially, the feature catered to select industries such as automotive repair, hair salons, and plumbing, but there are plans for broader expansion. This innovation aims to streamline the purchasing process for consumers, making it easier than ever to access price information.

Key Insights from the Study

The study revealed several critical findings about the interactions between AI and businesses:

• - Significant Call Volume Increases: After a slow start with minimal call volumes from July to September, there was an impressive 162% increase in October compared to September. This momentum did not just continue; November witnessed an astonishing 324% jump in call volumes from Google's AI. Notably, specific industries, like plumbing and veterinary services, experienced an average monthly increase of 650% and 1700%, respectively.

• - Call Handling Challenges: Despite the increase in AI-driven call volumes, over 26% of these calls went unanswered across all industries. Auto repair businesses and pest control services had the highest response rates of 79% and 75%, while plumbing services lagged behind with a 66% answer rate. This indicates a noticeable gap in readiness among businesses to handle these AI-generated inquiries effectively.

• - Providing Pricing Information: Alarmingly, almost half (48%) of the calls that were answered did not provide adequate pricing information. The failure to deliver price quotes particularly affected home service businesses, where many responses indicated a need for a home visit before estimates could be provided.

Recommendations for Businesses

Given the sharp increase in pricing inquiries through Google's AI, Invoca suggests several actionable steps businesses can take:

1. Monitor AI Interactions: Businesses should implement tracking systems to analyze how AI-driven calls are managed and responded to. This data can offer insights into areas needing improvement.
2. Staff Training: It is crucial for staff, including AI voice agents, to be trained to handle these inquiries competently. Developing best-practice responses can enhance customer experience and potentially drive more business.
3. Revising Campaign Strategies: Companies should consider excluding AI calls from their retargeting and nurturing strategies to avoid misalignment in their marketing approaches.

The Need for Adaptation

Peter Isaacson, CMO of Invoca, emphasized the importance of businesses adapting to the rapid pace of AI adoption. He noted that while AI pricing request calls currently make up less than 1% of total calls to eligible businesses, the 300% month-over-month increase signals a shift in consumer behavior. Companies that do not adjust to this new reality risk losing their competitive edge.

Conclusion

The results of Invoca's study serve as a wake-up call for businesses. The sudden rise in AI-generated inquiries signifies not only a change in how consumers interact with brands but also the growing importance of integrating AI tools within customer service strategies. Companies must act swiftly to harness this trend positively, ensuring that they remain at the forefront of their respective markets while also delivering exceptional customer experiences. For more details and resources, the full study is available at Invoca's official website.