Google adds Business Profile management to Gemini app

Local SEO agencies just got a new lever inside Gemini: Google tied Business Profile management directly into the assistant, letting it handle review replies, profile edits and reporting from one conversational workspace. For agencies that spend their days jumping between dashboards, that shift is less about novelty than about fulfillment speed, client retention and how local services get packaged going forward.

Google said the update rolled out globally this month wherever the Gemini web app is supported, except the European Economic Area and the United Kingdom. It is not available for work or school Google Accounts. Once a Business Profile is connected, Gemini can draft replies to reviews, create posts, update business hours, contact information and action links, and synthesize customer feedback themes from reviews.

That matters because the data Gemini can see is the same material agencies already chase across separate tools: business insights, performance metrics, search keywords, and the views, clicks and other customer interactions that live in Google Business Profile reporting on Search and Maps. Put together, those inputs turn Gemini into a working layer for everyday local operations, not just a writing assistant. For an agency, that can mean faster turnaround on review management, quicker profile cleanup and a more repeatable monthly reporting motion tied to the same interface clients may already be using.

Google also added Business notebooks, a dedicated space in Gemini for organizing projects, preserving sources and instructions, and keeping a continuous chat that remembers earlier context. For local teams, that opens a different kind of efficiency play. A notebook can hold brand tone notes, location-specific instructions, seasonal hour changes, recurring review themes and the exact prompts used to draft replies or posts, which makes it easier to standardize work across dozens or hundreds of locations without rebuilding the process every time.

The rollout fits Google’s broader push to make Gemini more central to business workflows. At Google I/O 2026, the company said the Gemini app had passed 900 million monthly users across more than 230 countries and more than 70 languages. Google also said it blocked or removed over 292 million policy-violating reviews in 2025 and removed more than 13 million fake Business Profiles, a reminder that review integrity and profile hygiene remain operational problems, not just ranking problems.

For agencies, the real story is not a single feature launch. It is that Google is moving local visibility deeper into an AI operating system, where managing customer interactions, profile accuracy and reporting becomes part of the same routine as generating the work itself.