Eyes global expansion
Google has begun rolling out a new set of advanced artificial intelligence features for its Search platform, introducing deeper research capabilities and AI-powered calling tools for local services.
The updates are currently available to premium subscribers in the United States, with broader global access expected in the coming months, potentially impacting how users across the Middle East access information and interact with businesses online.
The new tools are powered by Google’s Gemini 2.5 Pro model, a large language model designed to improve the accuracy and depth of responses to complex queries. The model has been integrated into a feature called AI Mode within Search, which allows users to choose between fast, general answers or more thorough reasoning and problem-solving capabilities.
The Gemini 2.5 Pro is designed for tasks that require high-level logic, including advanced mathematics, programming assistance, and multi-step research questions. Users subscribed to Google’s AI Pro and AI Ultra plans can now access this model by selecting it from a menu within Search. The upgrade is being offered through Google Labs, the company’s experimental testing platform.
A key component of the launch is Deep Search, a tool built to handle in-depth research queries. It works by scanning and analysing large volumes of online content, then compiling findings into a single report. Google states that the tool is suitable for academic, professional, and personal decision-making scenarios, such as purchasing a property or conducting financial comparisons.
While Deep Search remains limited to the US for now, its potential rollout to other regions, including the Middle East, is expected to influence how users approach online research. The Gulf region, in particular, has seen a surge in AI adoption across various sectors, including finance, real estate, and education, areas where Deep Search could offer significant time savings and enhanced decision-making support.
Alongside research enhancements, Google is introducing a new AI-powered calling feature designed to help users easily contact local businesses. The tool can now call companies on behalf of the user to ask about pricing, appointment availability, or service details.
Users type in a search such as “laundry service near me” and can then choose an option labelled “Have AI check pricing.” Google’s AI will then place a call, gather relevant information, and return results in one place.
This feature is also being piloted in the United States; however, its business-facing structure may have future implications for enterprises in the UAE and the wider Gulf Cooperation Council region. With digital customer engagement becoming increasingly vital, especially in service industries, automated communication tools like these may reshape how businesses handle incoming inquiries.
The rollout underscores Google’s strategy of using its most advanced AI models to build what it calls a more intelligent Search experience. Access to these capabilities will remain limited to premium-tier users during the early phase. However, the company has indicated plans to expand access worldwide.
While Google has not confirmed exact timelines for international availability, the move reflects a broader trend in AI integration that is likely to extend to the Middle East as demand for digital services continues to grow.
Image: The Gemini 2.5 Pro is designed for tasks that require high-level logic, including advanced mathematics, programming assistance, and multi-step research questions. Credit: Google
