Other additions were movies, concert, stock, and news cards based on the users' location and search history.

Also included was the facility to create calendar events using voice input, for instance, "Make a new appointment for dinner with Steve next Thursday at 7 pm".

On December 5, 2012, an update to the Google Search application brought several new features to Google Now, including cards for nearby events, searching by the camera when at a museum or shop, airplane boarding passes found from e-mail (United Airlines in the first instance, more airlines followed).

[11] In addition, Google Now would show cards for the weather for upcoming travel destinations, birthday reminders; and monthly summaries of biking and walking activities.

[23] On Android 6.0 "Marshmallow", Google Now supported an additional feature known as Now On Tap, which lets a user perform searches within the context of information currently displayed in an app.

When a user activates the feature, by holding the "Home" button, or using a voice command, the text content of the current screen is parsed for keywords and other information (names of people, television programs and films, etc.

[24] Scott Webster of CNET praised Google Now for its ability to remind users of events based on past location histories and check-ins, and further commended it for providing "information instantly in a clean, intuitive manner" without the user's requesting it.

"[28] An October 2014 review on Android Central showed Google Now outperforming its competition, Siri and Cortana.