CARMA Launches Noor, a Personal AI Analyst for Communications Professionals

New AI-powered analyst combines CARMA’s proven media intelligence methodology with conversational AI to deliver instant, executive-ready communications insights.

CARMA, the global leader in media intelligence and communications research, has launched Noor, a personal AI analyst designed specifically for communications and PR professionals. Built on CARMA’s academically verified methodologies and trained by experienced analysts, Noor provides instant media insights, strategic recommendations and executive-ready reporting through natural-language conversations.

Integrated directly into the CARMA platform, Noor enables communications teams to quickly analyse media coverage, identify emerging trends and make data-driven decisions without the need for hours of manual analysis.

The launch represents a major milestone in CARMA’s ongoing investment in AI-powered communications intelligence and responds to the growing demand for faster, more actionable insights in today’s increasingly complex media landscape.

Mazen Nahawi, Founder and CEO, CARMA said: “The communications industry doesn’t have an information problem. It has an interpretation problem. Every day, teams are faced with thousands of articles, posts and conversations, but the real challenge is understanding what matters and what action to take. Noor was built to solve that challenge. It combines CARMA’s proven communications expertise with the speed of AI, giving professionals instant access to the same structured thinking our analysts use every day. The goal isn’t to replace human judgement. It’s to make it faster, stronger and more accessible.”

Gareth Craven, Global Head of Product, CARMA, said: “We didn’t set out to build another AI assistant. We set out to develop an analyst. Noor is designed to help communications professionals move beyond dashboards and data points to gain a deeper understanding of what is happening around their brand. By combining CARMA’s proven methodologies with advanced AI capabilities, Noor delivers contextual answers, strategic recommendations and executive-ready reporting in seconds. The result is faster access to the kind of insight that traditionally required hours of manual analysis.”

AI-Powered Media Intelligence Built for Communications Professionals

Unlike general-purpose AI tools, Noor is built on CARMA’s established analytical framework and follows the same methodology used by the company’s professional analyst teams. Every response is structured around four essential questions:

• What happened?
• Why did it happen?
• What does it mean?
• What should happen next?

This proven framework transforms raw media monitoring data into actionable communications intelligence, enabling organisations to identify emerging opportunities, track narrative shifts and respond proactively to reputational risks.

To ensure transparency and confidence, every insight generated by Noor is fully traceable through CARMA’s “View on Insight” functionality. Users can review the underlying source material, verify findings and confidently present recommendations to senior leadership.

Key Features of Noor

Noor delivers a comprehensive range of AI-powered communications intelligence capabilities, including:

• Instant media insights explaining what changed, why it changed and what actions should be taken.
• Contextual analysis of themes, narratives, sentiment, topics and key messages across traditional and social media.
• Executive-ready reports, including media analysis, crisis assessments, competitive intelligence and strategic briefings.
• Multilingual intelligence, featuring native Arabic capabilities for sentiment analysis, tagging, summaries and reporting.
• Flexible reporting tailored to user requirements instead of relying on fixed report templates.
• Integrated intelligence that combines proprietary research, third-party datasets and additional information sources within a unified analytical environment.

Built on Award-Winning AI and Analytics Methodologies

CARMA’s analytical methodology received significant industry recognition with 31 AMEC Global Measurement and Evaluation Awards in 2025, reinforcing the company’s leadership in communications measurement and media intelligence.

Noor forms part of CARMA’s broader Custom AI ecosystem, which is built around three core principles:

• Shape AI around each organisation’s unique data environment.
• Evolve alongside governance, compliance and regulatory requirements.
• Understand increasingly complex media ecosystems with greater clarity.

Together, these principles help organisations maximise the value of AI while maintaining trust, transparency and strategic oversight.

Supporting Global Communications Teams

With operations across 23 offices worldwide, media monitoring in more than 105 languages and trusted partnerships with over 3,500 organisations, CARMA continues to expand its AI capabilities to help communications professionals navigate today’s fast-changing media environment with greater speed, accuracy and confidence.

Learn More About Noor

Learn more about Noor and its capabilities by reading CARMA’s blog: https://carma.com/introducing-noor-your-personal-ai-analyst/

About CARMA

CARMA helps PR and communications professionals measure, understand and demonstrate the value of their work through industry-leading media intelligence, research and analytics.

Working with global brands and local organisations across multiple industries, CARMA provides the data, insights and context communications teams need to make better-informed business decisions.

Its technology delivers comprehensive monitoring of print, broadcast, online and social media across every continent, supported by more than 130 content partners and coverage in 105+ languages, helping organisations gain deeper insight into their reputation, performance and communications impact.

Source: CARMA.
Photo credit: CARMA.