Google Now has become one of the greatest strengths in the mobile space for the company, working as both a digital personal assistant and a bastion of knowledge all at the same time.

That usefulness is about to get upgraded in a big way, as Google has officially announced that beginning today, January 30, the application now supports third-party applications. With this third-party integration just starting out, there’s a lot of room to grow, but Google has already confirmed that 40 different entities are supported out of the gate, including the Guardian, Duolingo, Kayak, and more.

This integration is meant to provide even more contextually aware information to the user. For example, while using the Pandora-supported app within Google Now, the card will show you Pandora recommendations. With the Lyft card, you’ll get Lyft shortcuts. There will be Waze traffic alerts, too.

There are already more cards being worked on right now, with a rollout coming soon. Beyond that, Google confirmed that more are on the way eventually.

What do you think of this new support?