Gmail is about to have lively. Alphabet Inc’s Google on Tuesday intends to demonstrate an applications programming system that would allow emails to feature continuously upgrading information and greater interactivity.
Representational image. Reuters

Users could see mechanically updated flight data in a booking confirmation email. They can fill out surveys without leaving a message or inspection close-up shots of merchandise in a marketing pitch without even opening a browser window.

The envisioned changes are an outgrowth of Google’s AMP project, or accelerated phone pages, Aakash Sahney, a merchandise director overseeing Gmail, stated in a site post-Tuesday.

AMP is a set of programming intended to produce webpages load faster by stripping out layers of technology. It has attracted praise from publishers such as Hearst Corp along with the Washington Postfor making their sites more inviting for users. But some web developers have voiced concern that Google is becoming too much say in how the web operates.

Google is pushing forward. Other email providers can adopt AMP as well, Google announced as it rips off an AMP-focused conference for software developers in Amsterdam.

The first model of AMP for email is aimed at mass senders. A retailer, as an example, that sends a weekly revenue note could make sure that recipients see the current price or availability of a product regardless of once the email is opened.

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