Google has unveiled ‘Ask for Me’, an innovative feature that employs AI to phone local businesses for you, to get information such as service pricing and availability.

What is ‘Ask for Me’?

Google’s ‘Ask for Me’ is essentially designed to streamline the process of obtaining information from local businesses. Instead of making calls yourself, Google’s AI does it for you, inquiring about specific services, their costs, and scheduling options. For example, a user seeking an oil change can use this feature to find out prices and available appointment times from local garages/mechanics.

Rose Yao, Vice President of Search Product at Google, recently announced the feature on X, stating: “New experiment just launched on Search Labs – you can use AI to call businesses on your behalf to find out what they charge for a service & when it’s available, like an oil change ASAP from nearby mechanics. We’re testing right now with auto shops and nail salons, to see how AI can help you connect with businesses and get things done.”

How Does It Work?

To use ‘Ask for Me’, users must first opt into the experiment via Google Search Labs. Once enrolled, using the examples provided by Google’s Rose Yao, when searching for services like “oil change near me” or “nail salons nearby,” an “Ask for Me” prompt appears. Upon selecting this option, users are prompted to provide details about the service they require. For auto services, this includes specifying the type of service (e.g. tyre replacement, factory scheduled maintenance), car details (year, make, model, and mileage), and preferred timing (soonest availability, weekdays only, or weekends only). For nail salon services, users can specify the type of manicure, such as basic, French, or gel. After collecting this information, Google’s AI makes calls to local businesses and, within approximately 30 minutes, provides users with a summary of prices and availability via text message or email.

Uses Duplex Technology To Talk On The Phone

This feature uses Google’s Duplex technology, an AI system introduced in 2018 that can conduct natural conversations to perform real-world tasks over the phone. Duplex is built on a recurrent neural network using TensorFlow Extended and is designed to sound natural, incorporating speech disfluencies like “um” and “uh” to mimic human conversation. It has been previously used for tasks such as making restaurant reservations and updating business hours in Google Maps.

Benefits of ‘Ask for Me’

The primary advantage of ‘Ask for Me’ is the convenience it offers. By delegating the task of calling businesses to AI, users save time and avoid the potential hassle of phone conversations. This is particularly beneficial for those who are uncomfortable making phone calls or have very busy schedules. Also, it ensures that users receive accurate and up-to-date information without the need for multiple calls or waiting on hold.

What Could Possibly Go Wrong?

Despite its benefits, here in the real world, ‘Ask for Me’ is likely to present certain challenges. For example, businesses receiving AI-initiated calls are likely to be unprepared or uncomfortable interacting with an automated system, thereby potentially leading to miscommunication or simply mistaking the calls for scams/spam calls. To address this, each call begins with the AI announcing itself as an automated system calling from Google on behalf of a user.

Businesses Can Opt Out Of Receiving The AI Calls

Businesses can opt out of receiving these calls through their Google Business Profile settings or by informing the AI during a call. Google has also implemented call quotas to prevent businesses from being overwhelmed by automated calls.

Availability

Currently, ‘Ask for Me’ is in an experimental phase and is available to users in the United States who have opted into Google’s Search Labs experiments. As the feature is still being tested, capacity is limited, and users may encounter a waitlist when attempting to use it. Google has not yet announced plans for a broader rollout or availability in other countries.

AI For Everyday Convenience

The introduction of ‘Ask for Me’ reflects Google’s ongoing efforts to integrate AI into everyday tasks, enhancing user convenience. By automating routine interactions, Google is hoping to make information more accessible and reduce the friction associated with obtaining service details from local businesses. As AI continues to evolve, features like ‘Ask for Me’ could become commonplace, transforming how consumers and businesses communicate.

What Does This Mean For Your Business?

While ‘Ask for Me’ presents a compelling vision of AI-enhanced convenience, its success will ultimately depend on how both users and businesses embrace the feature. For users, it undoubtedly removes a common frustration, i.e. having to wait on hold or making multiple calls to get simple information. By allowing AI to handle these interactions, people can focus on more important tasks without the hassle of ringing around for prices and availability. However, the reliance on AI-driven phone calls does raise some concerns, particularly around business reception to these automated requests.

For businesses, the arrival of AI-initiated calls may be a double-edged sword. On the one hand, it could help streamline inquiries, reducing the number of customer calls staff need to handle directly. On the other, if businesses are unprepared for (or sceptical of) AI calls, they may dismiss them as spam or fail to engage with them properly. There is also the question of whether AI can fully replicate the nuance of human conversation, which is something that could be particularly important for businesses offering bespoke services or those that rely on a more personal touch.

Google’s efforts to mitigate potential drawbacks, e.g. AI identifying itself at the start of each call and giving businesses the option to opt-out, suggest that the company is aware of these concerns. However, whether these measures will be enough to prevent issues remains to be seen. Some businesses may still find AI calls intrusive or inconvenient, particularly if they disrupt workflows or lead to miscommunication.

More broadly, ‘Ask for Me’ signals another step towards AI taking on an increasingly active role in everyday life. It follows a trend where AI is being used not just for search and recommendations, but to interact with the real world on users’ behalf. If successful, it could pave the way for further AI-driven customer service features, potentially reducing the need for direct human interaction in many routine transactions. However, this also raises questions about AI’s role in society and whether reliance on automated interactions could lead to unintended consequences, such as reduced human engagement in business transactions.

For now, ‘Ask for Me’ remains an experiment, limited to certain types of businesses and available only to a select group of users in the US. How it evolves, and whether it expands beyond its current test phase, will depend on feedback from both users and businesses. If widely adopted, it could redefine how people access business information, but if businesses push back, Google may need to rethink its approach. Either way, the feature highlights AI’s growing presence in daily life and raises important discussions about the future of human-AI interactions.

U.S. President Donald Trump has said that Microsoft is in talks to acquire TikTok, the popular social media platform owned by China’s ByteDance.

In a news conference, President Trump suggested that multiple bidders are interested, stating, “There’s great interest in TikTok” and indicating that a competitive bidding process could be on the horizon. The comments come as the app faces ongoing regulatory pressure in the U.S. due to national security concerns.

TikTok, which has around 170 million users in the U.S., was briefly taken offline earlier this month after a law came into effect requiring ByteDance to either sell its American operations or face an outright ban. However, President Trump intervened by signing an executive order delaying the enforcement of this law by 75 days, allowing negotiations to continue. Microsoft has yet to comment publicly on the talks, while TikTok and ByteDance have also remained silent on the latest developments.

This isn’t the first time Microsoft has been in the frame to acquire TikTok. Back in 2020, the company was one of the leading contenders when Trump, during his first term, sought to force a sale of TikTok’s U.S. operations due to national security concerns. At that time, Oracle and Walmart were also involved in negotiations, though no deal was ultimately reached. Now, with Trump back in office, Microsoft has once again emerged as a potential buyer.

Other parties are also making moves. AI startup Perplexity AI has reportedly submitted a revised bid to merge with TikTok in a deal that would give the U.S. government up to 50 per cent ownership of the newly formed entity. Under the latest proposal, the U.S. government would receive its stake following an initial public offering (IPO) valued at a minimum of $300 billion. Perplexity has revised its offer based on feedback from the Trump administration, suggesting the White House is actively involved in shaping potential acquisition deals.

Trump has previously floated the idea of other high-profile bidders, including Tesla CEO Elon Musk and Oracle Chairman Larry Ellison, taking over TikTok. However, Musk has yet to publicly express any interest, while Oracle’s role remains unclear. Trump recently told reporters, “I’ve spoken to many people about TikTok, but not with Oracle.” Meanwhile, billionaire Frank McCourt has also made a formal offer for the platform.

The next 30 days could be pivotal for TikTok’s future in the U.S., with Trump indicating that discussions are ongoing and a decision is expected soon. With national security concerns cited as being at the heart of the issue, ByteDance remains under pressure to divest its American operations. Whether Microsoft, Perplexity AI, or another bidder ultimately secures control remains to be seen, but the stage is set for a high-stakes battle over one of the world’s most influential social media platforms.

Cybercriminals are using an AI chatbot called GhostGPT to generate malware, craft phishing emails, and develop exploit code, according to a recent blog post by security firm Abnormal Security.

Unlike mainstream AI tools, GhostGPT has no ethical safeguards, making it a powerful tool for cybercrime.

Available as a Telegram bot, GhostGPT provides instant, uncensored responses and has a strict no-logs policy, making it easy for attackers to use while remaining anonymous. Despite being advertised for “cybersecurity,” it is openly sold on cybercrime forums, with subscriptions starting at $50 per week.

GhostGPT follows a growing trend of AI-powered cybercrime tools, including WormGPT and WolfGPT, which have made attacks more sophisticated and accessible. Security experts warn that by removing ethical restrictions, these chatbots allow criminals to create highly convincing phishing scams, develop malware that evades detection, and exploit software vulnerabilities with minimal effort.

With AI now being used to bypass traditional defences, businesses must adapt their security strategies. Implementing AI-driven threat detection, strengthening email security, and training employees to recognise phishing attempts are essential to mitigating the risks posed by tools like GhostGPT.

New research indicates that sustainability is now a defining issue in the IT channel, with businesses increasingly focusing on reducing carbon emissions rather than relying on offsetting.

Sustainability Rises Back Up the Agenda

The new research from Agilitas IT Solutions, conducted in partnership with Censuswide, highlights a renewed commitment to sustainability, as companies seek to align environmental responsibility with operational efficiency and cost savings. The “Channel Trends: Sustainability: An Urgent Imperative” 2025 report appears to show the growing prioritisation of sustainability among UK-based channel businesses with annual revenues exceeding £5 million. The study highlighted in the report, which surveyed 250 key industry figures, found that three-quarters of respondents rated sustainability at least 7 out of 10 in importance. Notably, 39 per cent of businesses saw sustainability as a key focus area, scoring 9 or 10 out of a maximum 10.

Rebound But Disparity

While this remains below the peak score of 7.8 recorded in 2021, it seems to represent a welcome rebound from the decline seen in 2022 and 2023. Despite this, the survey also exposed a striking disparity in sustainability engagement across different levels of seniority. For example, just 8 per cent of junior managers consider it a top priority, in contrast to more than half of CEOs and business owners. Among senior managers, 34 per cent expressed confidence in their organisation’s sustainable practices, while 37 per cent of CEOs said they were optimistic about their company’s sustainability efforts.

Sara Wilkes, CEO of Agilitas, points to the need for better alignment within organisations, saying: “While business leaders are focused on sustainability goals, there is a notable disconnect across organisations which needs to be addressed in order to create a culture of collaboration and innovation.”

Moving from Offsetting to Carbon Reduction

One of the most notable shifts in the IT channel’s approach to sustainability, highlighted by the research, is the move away from carbon offsetting towards reduction strategies. For example, in 2022, a third of surveyed businesses were investing in offsetting schemes, but today, less than a quarter are following that route. Instead, firms are prioritising direct reductions in emissions and operational efficiencies that not only help the planet but also cut costs.

Among those already taking action, 36 per cent have implemented reduction-based initiatives, focusing on:

– Improving energy efficiency

– Streamlining business processes

– Adopting remote and hybrid working models

– Partnering with environmentally responsible suppliers

Also, a further 37 per cent of businesses say they plan to roll out reduction strategies over the next year, although more than a quarter admit they have no immediate plans to prioritise carbon reduction.

Commenting on the study’s findings, Deborah Johnson, Head of ESG at Agilitas, has reinforced the importance of carbon reduction over offsetting, stating: “Carbon offsetting, whilst useful in balancing emissions, does not address the underlying issue. Whilst investing in projects that absorb or remove carbon are still good things to do, it’s great to see the switch to carbon reduction strategies that focus on directly reducing the amount of greenhouse gases emitted into the atmosphere from a business’ own operations.”

Challenges in Sustainability Reporting and Transparency

One of the biggest barriers to sustainability progress in the IT channel is the complexity of tracking and reporting emissions, particularly Scope 3 emissions, which encompass the entire supply chain. Businesses are under increasing pressure to collect accurate data and report their progress transparently, not only to comply with regulations but also to meet customers’ growing sustainability expectations.

According to the report, 21 per cent of respondents calculated their carbon footprint across Scope 1 and 2, while only 19 per cent accounted for all three scopes, suggesting that 60 per cent of the channel is not aligning sustainability reporting with the GHG Protocol.

Agilitas CEO Wilkes has highlighted the importance of high-quality data collection, saying: “Ensuring data is accurate, well-logged and reviewed regularly is just the first step. Our Channel Trends report aims to help businesses integrate sustainability into their long-term strategies, both now and in the future.”

The Role of Partnerships in Sustainability

Collaboration appears to be a key driver of sustainability progress in the IT channel. By sharing resources, knowledge, and solutions, companies can work together to reduce supply chain emissions, improve energy efficiency, and embed circular economy principles into their operations.

As highlighted by Lee Ellams, Head of Marketing at a UK-based IT services and solutions provider Tieva: “Partnerships are key to sustainability in the IT Channel, enabling companies to share resources, knowledge, and solutions. Together, they can tackle supply chain emissions, boost energy efficiency, and promote circular economy practices.”

This sentiment has also been echoed by Agilitas IT Solutions, saying: “By working together, channel partners can share best practices, leverage cutting-edge technology, and create truly sustainable supply chains that benefit both the industry and the environment.”

Balancing Sustainability with Business Growth

While sustainability is increasingly recognised as a key business priority, many companies still face the challenge of balancing environmental goals with commercial pressures. With economic uncertainty and rising costs impacting decision-making, some organisations are hesitant to invest in sustainability measures that do not deliver immediate financial returns.

However, many industry experts argue that sustainability and profitability are not mutually exclusive. A well-executed sustainability strategy can help businesses reduce operational costs, enhance brand reputation, and attract environmentally conscious customers. For example, as Sara Wilkes says: “Sustainability isn’t just about compliance or reputation; it’s about resilience. Companies that embrace sustainability will be better positioned for long-term growth and success.”

Consensus?

Other recent industry reports appear to align with Agilitas’s findings, emphasising a growing commitment to sustainability within the IT sector. For example, Deloitte’s 2024 Sustainability Action Report highlights that both public and private US companies are increasingly integrating Environmental, Social, and Governance (ESG) measures into their operations, viewing them as beneficial for long-term success.

Similarly, Capgemini’s 2024 sustainability trends report highlights the importance of climate technologies, such as low-carbon hydrogen and industrial carbon capture, in reducing greenhouse gas emissions. The report notes that two-thirds of executives believe data and digital technologies accelerate the adoption of these climate solutions, despite challenges like high costs and regulatory uncertainties.

A recent analysis by global sustainability consultancy ERM identifies decarbonisation as a critical focus, with stakeholders pushing for more aggressive emission reduction strategies. The report also highlights the need for streamlined sustainability disclosures and the development of sustainable, transparent supply chains.

It seems, therefore, that there is a kind of consensus within the industry on the importance of moving beyond carbon offsetting to implement tangible carbon reduction strategies, aligning with Agilitas’s findings.

What Does This Mean For Your Organisation?

The research from Agilitas IT Solutions does appear to highlight a crucial shift in the IT channel’s approach to sustainability, i.e. one that moves beyond carbon offsetting towards genuine reduction strategies. While offsetting has long been seen as a convenient means of mitigating environmental impact, the industry is increasingly recognising that it does little to address the root causes of emissions. Instead, businesses are turning to proactive measures such as improving energy efficiency, refining supply chains, and adopting new operational models that directly lower their carbon footprint.

However, despite this positive momentum, the findings also highlight a disparity in engagement across different levels of seniority, with business leaders more invested in sustainability than junior managers. This disconnect suggests that while sustainability is now firmly embedded in strategic discussions, translating that commitment into organisation-wide cultural change remains a challenge. Without clear alignment across all levels of an organisation, sustainability efforts risk becoming fragmented or failing to deliver their full potential.

Another critical barrier to progress is the complexity of emissions tracking and reporting, particularly when it comes to Scope 3 emissions i.e., emissions from a company’s value chain, including suppliers, product usage, and transportation. The research indicates that a significant portion of the IT channel is still struggling to meet reporting standards such as the GHG Protocol. Without accurate data and transparent disclosure, businesses may find it difficult to demonstrate real progress or build trust with stakeholders. However, the increasing emphasis on collaboration through partnerships, shared best practices, and collective industry efforts suggests that companies are recognising the need to work together to overcome these challenges.

While commercial pressures remain, there is, therefore, growing evidence that sustainability and business growth are not mutually exclusive. Companies that integrate environmental responsibility into their long-term strategies should stand to benefit not only from cost efficiencies but also from enhanced brand reputation, regulatory compliance, and increased customer loyalty. The findings of the Agilitas report, alongside those of other recent industry analyses, suggest a broader consensus that real carbon reduction, not mere offsetting, is the path forward. The IT channel may be making progress, but continued commitment, collaboration, and clear measurement will be key to ensuring that sustainability remains more than just a stated priority and becomes an embedded reality.

With the change in AI happening so quickly, you’d be forgiven for not keeping up with it all so this update quickly outlines the state of play with some of the main ones used by businesses.

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