Google Business Profile in Gemini: what it means at scale

Google has added Google Business Profile management to the Gemini app, letting a business owner update hours, reply to reviews, and check performance by chatting with the assistant. It was announced on June 10 at Google for Brazil. For multi-location brands, two things matter more than the feature itself: it excludes Europe at launch, and it is built for single-profile owners, not for managing locations at scale.

What happened

At its Google for Brazil event on June 10 2026, Google announced that the Gemini app can now connect to a Google Business Profile. Once connected, Gemini can draft review responses in the business’s voice, post updates, flag gaps such as unset holiday hours, and answer questions like “how did my business do this month?” using real search impressions, direction requests, and call data. Google also introduced “Business notebooks,” a workspace that keeps a profile, a website, and past chats together so the assistant carries context between sessions. Business notebooks begin rolling out globally this month, while the Business Profile connection itself arrives in the coming weeks. Both exclude the EEA and the UK.

Why it matters

Two facts decide how much this should matter to a multi-location operator. First, it is not available in the EEA or the UK, so most European brands cannot use it yet regardless. Second, and more important, it is built for the owner of a single business: one profile, managed by chatting in a phone app. That model does not extend to a brand running dozens, hundreds, or thousands of locations.

What this means for multi-location brands

If your team asks whether they should start using Gemini to manage profiles, the answer for an enterprise estate is no, and the reason is governance. Managing locations one profile at a time in a consumer app fragments control, bypasses approval workflows, and makes consistency across the estate impossible to enforce. Bulk operations, the Business Profile API, and a central platform remain the way to manage presence at scale.

One part does matter, though. Google is wiring Business Profile data directly into its AI assistant, so the accuracy and completeness of every location’s data now feeds the answers Gemini gives about your brand. That raises the stakes on data hygiene at scale, which is exactly the work a central team should already own.

The bottom line

The Gemini Business Profile feature is a small-business convenience, not an enterprise tool, and it is not in Europe yet. The enterprise takeaway is unchanged and reinforced: keep management centralised, and keep every location’s data accurate, because that data increasingly shapes what AI tells customers about you.