Sense
Magnetoception (or magnetoreception) is the ability to detect the direction one is facing based on the Earth's magnetic field. Directional awareness is most commonly observed in birds, which rely on their magnetic sense to navigate during migration. It has also been observed in insects such as bees. Cattle make use of magnetoception to align themselves in a north-south direction. Magnetotactic bacteria build miniature magnets inside themselves and use them to determine their orientation relative to the Earth's magnetic field.
Magnetoresistance
The AMR effect is used in a wide array of sensors for measurement of Earth's magnetic field (electronic compass), for electric current measuring (by measuring the magnetic field created around the conductor), for traffic detection and for linear position and angle sensing. The biggest AMR sensor manufacturers are Honeywell, NXP Semiconductors, STMicroelectronics, and Sensitec GmbH.