Google Search Gets Smarter: AI-Powered Research, Local Calls, and Gemini 2.5 Pro

A Smarter Search Experience is Taking Shape

Google has rolled out a new round of updates to Search, bringing advanced AI tools directly into how users find information. The latest upgrade includes the addition of Gemini 2.5 Pro, a more powerful AI model now embedded into Google’s AI Mode, along with a feature called Deep Search that uses the same model to conduct layered, multi-step research. On top of that, Google has introduced a new tool that allows users to request local business information, and the AI will make the calls on their behalf.

These features are currently available only to subscribers of Google’s AI Pro and AI Ultra plans in the United States. But their presence marks a turning point in how search results are delivered and interacted with. Google is signaling that its direction isn’t just about faster answers but about handing over parts of the search process to AI systems entirely.

For users, that means less clicking and more consolidated results. For businesses, including law firms, this changes how visibility is earned in local and organic search. When an algorithm becomes the one asking the questions, outdated information or missing contact details could shut you out of opportunities you never even knew were there.

Gemini 2.5 Pro Brings More Firepower to AI Mode

Gemini 2.5 Pro is now live inside Google Search’s AI Mode for users with AI Pro or AI Ultra subscriptions. Users can access it by selecting the upgraded model from the dropdown menu in the AI Mode tab.

This version of the Gemini model handles more complex queries, especially those involving reasoning, mathematics, or technical problem solving. Instead of giving a quick summary, it explains how it reached its conclusions and links to supporting information so users can explore further.

The standard AI Mode remains available for general-purpose use. But for law firms working through detailed case analysis, reviewing complex contracts, or looking into specialized legal questions, Gemini 2.5 Pro can speed up the research process with higher-quality responses.

Deep Search is No Longer a Gimmick

Deep Search, now powered by Gemini 2.5 Pro, is built for users who need more than just a list of links. This feature issues hundreds of searches behind the scenes, compares details across sources, and produces a report that includes citations.

It is designed for situations that require thorough research. Whether someone is buying property, making a financial decision, or digging into a complicated topic, Deep Search returns results that are both wide-reaching and organized.

The upgrade to Gemini 2.5 Pro improves how Deep Search handles complex questions, which affects how people search for legal services. Users can now ask multi-part queries about laws, claims, and legal options, and get more complete answers.

For law firms, this raises the bar for content quality. Pages that are well-structured, clear, and legally accurate are more likely to be included in AI responses. Visibility will depend less on basic keywords and more on whether your content helps AI tools answer real legal questions.

Google’s AI Can Now Make the Call for You

Google has introduced a new feature that allows its AI to contact local businesses on behalf of the user. It works directly within Search results and is currently available in the United States for AI Pro and AI Ultra subscribers.

Here’s how it functions. A user types a query like “pet groomers near me” and may see an option labeled “Have AI check pricing.” After submitting a request, Google’s system will call local businesses, ask for availability or pricing, and collect the responses. The results are then shown as a summary of options, saving the user the time of calling each place individually.

The tool is designed for everyday tasks, but the mechanics behind it matter for any business that relies on search visibility. If a listing is incomplete, outdated, or missing contact information, the AI cannot complete the call or confirm details.

Law firms should pay close attention to this. If someone asks Google to check for consultations or pricing in their area, and your firm’s listing lacks updated service info, the AI may skip over you entirely. This is not just a matter of rankings anymore. The ability to answer the AI’s questions can determine whether a firm gets shown to a potential client at all.

Why These Updates Matter for Law Firms

As Google adds more AI-driven features to Search, the way people find and interact with businesses is starting to look very different. Search results are no longer just a list of links. Now, the AI can handle the research, contact service providers, and decide which responses are worth showing to the user.

For law firms, this changes the way new clients may discover or overlook your practice. A listing that lacks current service descriptions, appointment options, or accurate contact information could lead the AI to ignore it entirely. That means even strong reviews or high rankings won’t help if the system cannot confirm basic details in real time.

Firms that treat local search as a one-time setup are putting themselves at risk. These new tools are not waiting for users to click. They are taking action on their behalf. The firms that benefit will be the ones that treat their online presence like a living asset that needs to be updated, monitored, and managed consistently.

TSEG works with law firms to make sure they are not left behind as search continues to change. We keep your listings accurate, optimize your visibility for AI-driven tools, and position your firm to show up when a prospective client asks Google for help. If your firm wants to stay seen, stay current, and stay ahead, we’re ready. Contact us today.