Google has long been the first place most of us go when searching for something specific, and now it wants to be our primary destination for personalized, proactive content as well. Launching today in the US, and internationally in the coming weeks, the Google app for iOS now includes a personalized feed filled with things like news stories, live sports highlights, and suggested videos, all of which are merged in the feed with other data we’ve come to expect from the Google app such as local weather, relevant travel info, and more.
While Google’s iOS app formerly served as a place to mainly perform searches and see a bit of personalized data, today’s update transforms the app experience entirely. The search option is still at the top of the screen, and that data you’re used to seeing is still around, but the additions included here change the app’s primary purpose. It becomes a place to go not only when you need to find something, but also just when you have a little time to kill and want to catch up on what’s going on in the outside world. If the feed becomes good enough at knowing what’s important to me, I can see myself regularly checking and scrolling through it the way I do with social apps like Twitter or Facebook.
Google promises that the feed will get better over time as its machine learning algorithms gain a more accurate understanding of a user’s interests. One way that users can help that process is through using the new ‘Follow’ button that will soon begin appearing next to Google search results. This button will allow you to selectively follow certain movies or TV shows, sports teams, musical artists, celebrities, and more. Another layer of customization is found in the ‘Customize the Feed’ menu accessible by tapping the three dots in the upper right corner of any content card. Here you can turn the feed off entirely if you’d like, but you can also customize exactly which categories of content will populate your feed.
If you’d like more in-depth information about today’s update, Google has a blog post walking through the changes.