Gmail has revealed plans to launch a feature that allows its emails to be continuously updated to reflect more recent information. Google made the announcement on Tuesday as part of its AMP project.
Users could see things like flight details automatically updated or be able to fill in surveys without leaving the email. This drive comes out of their desire to improve the load time of web pages by removing layers of defunct tech.
The Accelerated Mobile Pages project has drawn praise from sites like Washington Post and Hearst Corp for making their domains more attractive for users. But other developers are worried that Google is too big of an influence in how the internet is working.
Regardless of the naysayers, Google carries on. Gmail will be the first to use AMP but other email providers can utilise it as Google announces an AMP-centric conference in Amsterdam.
The first roll out will be for bulk senders e.g. retailers. Pinterest, Doodle and Booking.com have also begun testing AMP.