"Take a left after the church" â€“ Navteq's Natural Guidance system aims to make GPS navigation instructions more like what a passenger who knows the way might say to you.
Brilliant idea or bad move? Awful advertising, either way. Navteq has decided that typical turn-by-turn navigation instructions like "in 300 meters, turn left" aren't 'human' enough. That's not how a human navigator would direct you; in fact you kind of need to train your brain to be comfortable with that kind of instruction. Navteq's thinking is that a driver will respond more effectively and comfortably to visual cues like "turn left after the church" or "turn right after the yellow house," so it's rolling out a 'Natural Guidance' system that does just that. It seems like a fairly huge task to put together those sorts of navigation cues across a whole set of maps, but Navteq already has 10 cities' worth of cues programmed in. It'll be interesting to see if it's worth all the effort. Oh, and it's worth clicking through just to see Navteq present the system in one of the most offensively patronizing ad videos we've seen.