Google Now is based on getting you data that matches your context—your location, time of day, what you've been searching for, and so on. A new feature of Google Now in Android M called "On Tap" will take that a step further by using the context of what you're doing on the phone to find answers.

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So what does that mean? Google Now on Tap can pull up information based on the content of an app. For example, while you're listening to a song, you can do a voice search that references the song like, "What year was this recorded ?" or, "What is his [artist's] real name?" On the developer side, this is called the Assist API, and it can be disabled for sensitive content.

2015-05-28 12_33_20-Google I_O 2015 - Keynote - YouTube

Voice searches are part of Now on Tap, but it's also accessible with a long-press on the home button. Just do that and you get a few pop-up info cards with possible web links, reminders, calendar appointments, and more. A cool example used on-stage showed an email that referenced a movie. Now on Tap was able to generate reviews and other relevant data on the film. Another demo showed a text conversation that generated On Tap cards with a restaurant review and a reminder—all based on the context of the app.

2015-05-28 12_34_55-Google I_O 2015 - Keynote - YouTube

No app modifications will be needed on the developers' side, so many things on M should work with On Tap out of the box. We should learn more about Now on Tap in the coming months, but it seems mighty impressive so far.