Third party apps can now hook into Google Now to serve custom cards

Google Now is something that launched as a virtual assistant to compete with Apple’s Siri, starting off with serving travel estimates, weather information etc.

But since then, Google has managed to make it far more useful and intelligent. Not only does it now offer interesting news items, it serves as a one stop to quickly track items related to Business (stocks, news), currency/food related suggestions of your current location, weather updates, travel updates, package tracking, sports news and a few other things I’m certain I’ve missed here.

If you aren’t impressed at that, Google is now letting third party apps hook into this magnificent service to make it even more useful. Google has demoed a few (okay, quite a lot) examples, showing just how different it can be for each person using Google Now.

At the moment, Google has teamed up with 40 apps to hook into its service. Google’s listed all the forty apps on its website here. Now whether it works out well in the longer run remains to be seen.