Google ANDROID Quick Start Guide (4.4, KitKat) - Manual (Page 14)

ANDROID QUICK START GUIDE ESSENTIALS 10
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Essentials
Google Now
Google Now is about getting you just the right information, at
just the right time.
It tells you today’s weather before you start your day, how
much traffic to expect before you leave for work, and even your
favourite team’s score while they’re playing.
For example, here’s a Google Now card that appears when you’re
about to start your commute home:
After you decide to start using Google Now, you don’t need to do
anything else. If you like, you can fine-tune some settings, but
Google Now doesn't need any elaborate setup. The information
that you need is always at your fingertips.