Google LLC wants to turn the traditional email into something more akin to an interactive web page.

The search giant today started rolling out AMP for Email, a technology that enables companies to create messages with embedded widgets such as meeting calendars and product catalogs. It’s based on the Accelerated Mobile Pages framework that Google provides to ease the development of mobile handset-friendly web pages.

AMP for Email is becoming available on Gmail at first, with support for other email services such as Yahoo Mail set to arrive later. Google plans to take advantage of the technology to spruce up the notifications that G Suite sends users when a colleague comments on their documents. The search giant will add interactive tools to these alerts that will let workers respond to feedback directly in their inbox.

“Instead of receiving individual email notifications when someone mentions you in a comment, now, you’ll see an up-to-date thread in Gmail where you can easily reply or resolve the comment, right from within the message,” Gmail product manager Aakash Sahney wrote in a blog post.

More than a half-dozen other companies are also in the process of adopting AMP for Email. Pinterest Inc., for instance, is using the technology to build a new message format that will let users browse photos from its platform directly in Gmail and save items for future reference. Meeting scheduling startup Doodle AG, in turn, plans to introduce a feature that will let workers view and confirm meeting requests in invite emails.

Interactive messages will start hitting the inbox of Gmail users in the coming weeks. AMP for Email only works on the web version of the service on launch, but Sahney said mobile compatibility is “coming soon.”

The search giant is also working to build out an ecosystem of third-party email tools for companies interested in adopting the technology. Amazon Web Services Inc.’s SES automated email sending service and Pinpoint message analytics service will be among the first five services to provide support, with Google promising more products will join the roster over time.

Image: Google