Google is working on an API for Google Now that will allow any third-party app to display information through the service.

Google Now

Google Now scored integrated with over 40 third-party apps earlier this year, and that number is set to increase significantly thanks to an API that is in the works. The API will allow developers of any third-party app to surface information via their own Google Now cards.

Aparna Chennapragada, Director of Product Management for Google Now, revealed at SXSW to The Next Web that the API will be available to devs shortly. She also talked about how Google decides what information to include:

The company started out by simply guessing what would be useful, but then surveyed a panel of users by providing them with an app that asked them several times a day what information they would find helpful at that particular moment. Google surveyed thousands of users at a time, over several rounds of surveys. This identified trends that guided the product's development.

As to the issue of how Google Now would display data from two different sources:

When asked by an attendee how Google Now would handle competing data from rival apps, Chennapragada said individual user app usage patterns would help guide which data should be shown.

Personalization will also be a key area of focus:

Chennapragada still also uses personal experiences to influence Google Now. A visit to Disneyland inspired her to get the team working on future support for theme park ride queue times.

Chennapragada also said that while some types of notification are applicable to everyone, Google Now could do more to identify and respond to personal tollerances, such as how long before a flight people like to arrive at the airport.

The new features are said to be rolled out over the course of the year. One interesting facet of the conversation was the mention of Easter eggs making their way to Google Now in the near future.

Source: The Next Web