Google Gets Personal

Alphabet Inc GOOG wants to deliver users the most personalized experience across the Android platform and Google's search application.

According to TechCrunch, Google Now, the intelligent personal assistant has been able to offer users the right information at the right time. The problem is it hasn't been able to offer the ability to customize the platform more precisely to tailor the individual needs.

This may have changed as Google introduced a new feature called "Explore Interests," which gives the user more control over what information Google pushes to the user's screen. The new feature also makes it easier for the user to tell Google exactly what type of information they want to hear more about.

The app offers the user the ability to select their favorite sports teams, bands, movies, TV shows, movies, people, stocks and more.

Recode noted that a Google spokesperson said "Explore Interests" is just an experiment that it is testing and the company has no official announcement for the time being.

It may be in Google's interest to release the feature to all of its users. Recode pointed out that Google now faces more competition than ever in the area of virtual assistance. For example, Apple's Siri will be expanded to Mac computers, Microsoft's Cortana is becoming a standard feature that can't be entirely shut off and Amazon's Alexa device is gaining in popularity.

"Google, therefore, is challenged to not only make its assistant practical and proactive, in terms of offering things you need to know – like when to leave for your meeting – but in making it a tool that tracks those things you want to know about, too," Recode concluded.