New creative ways to build with Actions on Google

In March 2018, Google announced a series of updates to its Actions on Google platform at the South by Southwest (SXSW) festival, highlighting new features designed to enhance user engagement and creativity. These updates include a media response API that enables developers to create more immersive audio-focused Actions, such as interactive stories and news briefings, with controls available on voice-activated devices and Android phones. Additionally, a new browse carousel allows for visually engaging content experiences. Google also introduced daily updates and push notifications to re-engage users, and new capabilities for integrating digital purchases from Android apps, enabling seamless premium experiences across devices. Furthermore, Google launched Custom Device Actions for more flexible device capabilities, allowing users to interact with Assistant-enabled devices in a more natural manner. To inspire developers, Google shared creative experiments and case studies from various teams, including KLM Royal Dutch Airlines, Domino's, and Ticketmaster, emphasizing the potential of the platform in enhancing conversational technology and user engagement.