Google has officially launched Gemini integration with Google Business Profile. AI can now take real actions inside your profile: update business hours, reply to reviews, publish posts, and analyze performance data — all through voice or a simple text prompt.
I spent three months in the closed beta testing this tool alongside Google’s development team, submitting bugs, logs, and reports. Among all the testers, I was the only one verifying Gemini’s performance in Ukrainian. I’m glad to say Ukrainian made it into the final list of 54 supported languages.
How the Gemini and Google Business Profile Integration Works
Currently, this feature is available through NotebookLM — a dedicated space within Gemini where you can not only chat but also connect files, websites, and external services. To start working with your business profile, follow these steps:
- Open Gemini and navigate to the Notebooks section.
- Create a new notebook — for example, “Google Business Management”.
- Call up your business profile using the @ symbol and select “Google Business Profile”.
Once connected, Gemini can see your profile and execute actions within it — not just suggesting text, but actually making live changes.
Important limitation at launch: Currently, this feature is only available for accounts that manage a single business profile. The ability to work with multiple profiles simultaneously is on the immediate roadmap and is expected within a few months.
Regional limitation: Users in the EU and the UK do not have access just yet. According to the development team, this is a matter of the coming months.
What Gemini Can Do in Your Business Profile
1. Updating and Changing Operating Hours
Gemini can modify both standard and special holiday hours. For instance, I gave it a verbal task: set a shortened day for June 28th (Ukraine’s Constitution Day) from 9:30 AM to 4:00 PM for a profile in Kamianets-Podilskyi. It analyzed the date, asked for confirmation, and applied the changes. I checked it manually — everything was displayed correctly.
This is especially valuable if you manage multiple profiles: instead of logging into each one individually, you simply ask Gemini to update holiday hours everywhere at once.
There is another nuance that is often overlooked: Google automatically labels businesses as “Hours might differ” on holidays. If you update the data yourself, this label disappears, making your profile look more active than your competitors in search results.
2. Replying to Reviews
Gemini can automatically find new, unanswered reviews and suggest response options. For example, you can just ask:
- “Are there any new unanswered reviews?”
Following this, Gemini will:
- Show you the reviews.
- Suggest response texts.
- Publish them after your confirmation.
This saves a significant amount of time and allows you to keep your profile active, even with a high volume of reviews.
3. Publishing Posts to your Google Business Profile
Creating publications now takes seconds. Gemini can:
- Write the post copy.
- Adapt the information to the Google Business Profile format.
- Publish the update upon your confirmation.
For instance, if a company is launching a new service or product, you only need to describe it in plain words, and Gemini will shape it into a ready-to-publish post.
While the AI cannot independently attach images to posts yet, text optimization works 100%. The text of a Google Business Profile post is actually more important than the photo: Google’s new algorithm reads posts and uses them to better understand what your business does. If you already have a post on social media, just drop the link into Gemini and ask it to adapt it for your profile.
4. Managing Business Attributes
Gemini can check which attributes are missing and ask clarifying questions. For example: “Do you offer delivery? Is curbside pickup available? Is in-store shopping accessible?” — and based on your answers, it will update the profile on its own. During my test, an error occurred while saving, but Gemini stated it would attempt to complete the task later. This is the behavior of an autonomous agent, not just a simple chatbot.
5. Working with GBP Analytics
This is where it gets really interesting. I asked Gemini to provide the most comprehensive analytics possible for a moving company profile in Los Angeles. It extracted impression stats, the breakdown between mobile and desktop devices, key search queries with impression counts, and dynamics across adjacent neighborhoods.
Based on this data, Gemini provided concrete recommendations:
- Which search query is growing and what needs to be done to secure that position.
- Which services should be highlighted separately in the profile (e.g., piano moving — if there is a case study, a separate service card should be added).
- What should be added to the website — like a quick quote calculator, which is particularly important for the US audience.
- How to encourage clients to write reviews with specific details that boost search relevance.
If you want to dig deeper, copy the data from this chat into a regular Gemini chat and ask any questions you like. For example: “Which keywords should I prioritize for growth first?” or “What exactly do I need to do in my profile to be found more often for this query?”
Who Benefits the Most?
Small and Medium Businesses with Multiple Locations: If you manage 5 to 30 profiles, Gemini can already significantly speed up routine tasks: publishing posts, updating hours, and replying to reviews.
Local SEO Specialists: The tool grants access to profile analytics via natural language — no spreadsheets or dashboards required. You can ask non-standard questions and uncover unexpected insights.
Large Retail Chains (Not Yet): For 1,000+ locations, specialized API software remains indispensable. The cost of such platforms is around $5–$6 per location monthly, meaning a chain with 1,300 locations spends $7,000–$8,000 each month just for the software. Over time, Gemini will be able to partially replace this tier, but not right now.
The Future of Google Business Profile Management
According to the team’s project manager, developing this integration took five times less time than similar projects in the past. This goes to show how fast technology is moving right now.
Next expected updates:
- Support for multiple profiles within a single account.
- Access for EU and UK users.
- Uploading photos via Gemini (currently text-only).
Gemini is gradually transforming Google Business Profile into a fully AI-assisted tool for managing a company’s local presence. What used to take dozens of minutes of manual work can now be done in just a few minutes through a casual conversation.
The integration of Gemini with Google Business Profile is one of the most significant shifts in local marketing in recent years. AI is no longer just a copywriting assistant. It can now directly interact with a business profile, automating routine tasks and helping businesses engage with customers more effectively.
While the functionality continues to evolve, one thing is clear today: the future of Google Business Profile management will be deeply interconnected with artificial intelligence.
If you couldn’t manage these settings on your own, sign up for a Google Business Profile Expert Consultation — I will gladly help you figure it out!
