Google has rolled out both services for small businesses to receive calls and for consumers to place orders or make reservations. It seems logical that at one point, if things at Google go as planned, that a real phone call won’t actually have to happen for a transaction to take place.
One would say “Hey Google, book me a hair appointment at [place] for early next week” and voila, booking done. CallJoy would integrate with the service provider’s backend, Google Assistant would make the reservation.
Of course, for those without one service or the other, the AI would take over and interact with a human to confirm appointments / make reservations. The two are different sides of the same blade — to block Amazon and Apple from touching local search.