During the presentation for the L release, Google talked a little bit about the new search experience in Google Now. Firstly, there's a huge focus on animations and fluidity, with animations running at a super fluid 60 FPS (this is LEGO). It looks so good.
Oh, look...a new keyboard.
Further, all installed, relevant apps will be able to launch from Google Now. This has been a feature available to a handful of apps for a while now (like IMDb, for example), but with the L release, the API is becoming available to every developer, so all apps can be incorporated into Now's search results.