Google is testing AI-generated review replies in Google Business Profile.
Why we care. Responding to reviews can impact conversions and trust. But generic AI replies could be risky and erode trust, especially on negative reviews where authenticity matters most. Response quality matters more than whether a business replies to reviews.
What it looks like. Here’s a screenshot:
The details. Google appears to be rolling out a limited test of Reply to reviews with AI inside Google Business Profile.
- The feature generates suggested responses to customer reviews.
- Users can review, edit, and manually submit replies.
- Availability is inconsistent across accounts and reviews.
- The feature has been spotted in the U.S., Brazil, and India, but not widely in Europe.
Early behavior. Some users report prompts focused on older, unanswered negative reviews.
- In at least one test, users could trigger AI responses in bulk.
- There are conflicting reports on automation — some users say bulk responses still require review; others report fully automated replies can be published without edits.
First seen. The feature was first shared on LinkedIn by Chandan Mishra, a freelance local SEO specialist, and amplified by Darren Shaw, founder of Whitespark.
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