Google to help business owners reply to reviews

James Hussey

If you’ve ever sat down to reply to a backlog of Google reviews, you’ll know it’s one of those jobs that always feels small… until it isn’t.

A couple of replies turns into 10, and before you know it, you’re putting it off for another day.

That’s probably why this latest test from Google Business Profile (GBP) is interesting. Google is experimenting with AI (artificial intelligence)-generated reply suggestions, giving you a ready-made response you can edit and post.

In theory, this makes a lot of sense as it means you won’t be sat there thinking of something professional to respond with. Instead, you have a starting point that you can tweak and personalise and you’re done. It could potentially save you a lot of time by giving you a skeleton of a response.

For busy business owners, this could be a real time-saver. Staying on top of reviews does matter, too – people read them, but they also read how you respond. A quick, considered reply can make your business feel active and trustworthy.

Here’s the caveat, though. If every reply starts sounding the same, people will notice. You’ve probably seen it yourself, those responses that look fine at first glance but feel a bit… off. Too polished. Too generic.

That’s the risk with leaning too heavily on AI.

Where this really works is as a prompt, not a finished answer. It gets you moving, but you still add the detail. Mention the customer’s experience. Acknowledge something specific. Make it sound like you – especially with negative reviews. This is where tone matters most, and where a copy-and-paste style reply can do more harm than good.

It’s still early days, and there’s no guarantee this feature will roll out fully. But it’s a clear sign of direction. Less time writing, more focus on how you come across.

Used properly, it could make review management a lot easier. Just don’t let it take your voice with it.

If you need any assistance optimising your GBP to benefit your local SEO (search engine optimisation) performance, get in touch with the team at Engage Web.

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James Hussey

Digital Marketing Executive at Engage Web

Having once gone to school in the Burnage area of Manchester known for being the childhood home of Noel and Liam Gallagher, “Some Might Say” that James is a “Supersonic” presence within Engage Web, happily turning his hand to “Whatever” tasks his role throws at him.