Gemini and your Google business profile: what it does, why you don’t have it in Czechia yet, and what to do now

In June 2026 Google connected its Gemini assistant to business profiles. Gemini can now read your profile, edit it and point out what is missing. In Czechia you can’t try it yet — here is what it does, what to watch out for, and which of its jobs you can already do by hand today.

What Google launched

Two things, announced on 10 June 2026:

• A “Google Business Profile” app in Gemini. In Gemini on the web you ask a question about your profile, or add “@Google Business Profile”, and Gemini connects to it.
• A business notebook. A place where Gemini builds an overview of your business from your profile and website, flags missing details and suggests what to ask. How notebooks work.

What the app can do

According to Google’s help page:

• edit the profile — regular and holiday hours, contact details and links, attributes, photos, and menus for restaurants;
• reviews — read them and draft or delete a reply;
• posts — create, schedule, publish or delete an update, offer or event;
• performance — analyse impressions, website clicks, direction requests and bookings.

Why you don’t have it in Czechia

As of 16 October 2026, the Czech and UK versions of the help page say the feature is available wherever the Gemini web app is, except the European Economic Area and the United Kingdom. Czechia is in the EEA. The US version of the same page doesn’t mention the exception, so this may change — but don’t count on it yet.

Even outside the EEA there are more conditions:

• only 12 languages — Czech isn’t one of them yet;
• personal Google accounts only — it doesn’t work with a work or school (Workspace) account;
• exactly one verified profile — if you manage several branches, you’re out;
• Keep Activity turned on in Gemini — without it the app won’t connect;
• web version only at gemini.google.com, and you must be 18 or over.

What to keep in mind when it arrives

• Privacy. Google states plainly that some Gemini conversations and some connected-app data are read by human reviewers. Don’t upload supplier contracts, customer data or your accounts. And since the app requires Keep Activity, the no-history mode won’t help here.
• Review replies. An AI draft is a starting point, not a finished reply. Customers spot templates; a reply should respond to what they actually wrote. Google also checks replies before they go live against its content policies.
• Check the changes. Whatever the AI edits in your profile, check it yourself — especially opening hours and contact details.

What to do now, without Gemini

Most of what Google showed in its demos you can do by hand in a few minutes a week:

1. Review your categories. In the demo, Gemini found a restaurant missing a category for what its own sign said. Google advises using as few categories as possible, as specific as possible. The primary category should say what you mainly do; add others only if you really offer that service. Changing a category may make Google ask you to verify the profile again.
2. Once a month, look at the profile’s performance — views, calls, directions, website clicks. That is the “analysis” Gemini does.
3. Once a week, reply to new reviews. You can ask any AI tool for a draft, but rewrite it in your own words and don’t paste in customers’ personal data.
4. When you have news, an event or an offer, put it in a post on your profile.
5. Write down your business basics: what you do, for whom, prices, area, languages, hours, what sets you apart. One document you can use on your website, in your profile, on Firmy.cz — and one day in a business notebook, once it reaches Czechia.

What we don’t promise

We don’t know when Google will open the feature to the EEA; the official release notes don’t mention it yet. And even when it does, the profile won’t run itself: AI saves time on writing, but the decisions — which categories, what to promise customers, how to answer criticism — stay with you.