Google Now is included on Android 4.1 or higher. A published report says that based on the application's code found after the latest update, new cards might be coming to use information pulled from a Gmail account. For example, let's say that you've received confirmation in your Gmail box about a rental car you have arranged for. The reservation will show up on a Google Now card that will show the booking or reservation number, and the pick up and return date, time and location for the car. Once you pick up the car, a Google Now card will help you navigate, manage your reservation or get directions. When you are returning the rental, the card will lead you to the nearest gas stations.
A Google Now card might also soon double as a ticket to an event. Got ducats to see JB? (Do we really have to spell out who that is?) As the time gets closer to the event, you will get a card with a QR code representing the ticket, and information such as the time when the doors open, a seating chart and the name of the venue. Tickets to a sporting event could result in a card showing team stats and standings. And event cards will have options for navigation to the event.
The code also shows information pertaining to a Google loyalty card which could pave the way for a future mobile payment feature done without NFC. This could be something along the lines of a Passbook for Android.
source: AndroidPolice via AndroidAuthority