CARMA, the global media intelligence and communications research firm, launched Noor on July 3, 2026 - a personal AI analyst purpose-built for communications professionals and embedded directly within the CARMA platform. The launch targets what the company sees as the industry's real bottleneck: teams face thousands of articles, posts, and conversations daily, but the harder problem is knowing what deserves attention and what action to take.
Noor was trained by analysts to think like analysts, using CARMA's established methodologies. Users interact through natural conversation and receive structured responses built around four principles: what happened, why it happened, what it means, and what to do next. Unlike generic AI tools, the system applies the same framework CARMA's own analyst teams use to move from raw data to decisions.
Mazen Nahawi, Founder and CEO of 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."
Nahawi added: "The goal isn't to replace human judgement. It's to make it faster, stronger, and more accessible."
How Noor structures analysis
Every insight Noor generates is traceable to the underlying data through a feature CARMA calls View on Insight. Users can verify findings, review source material, and defend recommendations shared with leadership teams. This traceability matters in environments where communications professionals must justify budget decisions or explain strategic pivots to executives who demand evidence.
Gareth Craven, Global Head of Product at 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."
Craven said the tool delivers contextual answers, strategic recommendations, and executive-ready reporting in seconds - work that previously required hours of manual analysis.
What the platform provides
Noor's capabilities span several areas communications teams rely on daily:
- Instant insights that explain what changed, why it changed, and what action to take
- Contextual analysis of themes, narratives, topics, sentiment, and key messages across traditional and social media
- Executive-ready reports including media analysis, crisis assessments, competitive reviews, and strategic briefings
- Multilingual intelligence with native Arabic capabilities across sentiment analysis, tagging, summaries, and reporting
- Flexible reporting that adapts to user needs rather than relying on fixed templates
- Integration of proprietary research, third-party datasets, and additional intelligence sources into one analytical environment
CARMA's methodology earned 31 AMEC Global Measurement and Evaluation Awards in 2025. The company operates across 23 offices worldwide, covers more than 105 languages, and works with over 3,500 organisations. Noor sits within CARMA's broader Custom AI ecosystem, built around three principles: shape AI around an organisation's own data environment, evolve alongside governance and regulatory requirements, and better understand the media environments in which organisations operate.
Why this matters for PR and communications professionals
Noor signals a shift in how media intelligence tools are built. Instead of layering a generic chatbot on top of dashboards, CARMA embedded its analytical methodology directly into the AI's reasoning structure. For communications professionals, that means the tool produces answers that mirror the logic a trained analyst would use - not just summaries or sentiment scores. Professionals who want to build complementary skills in using AI for media analysis can explore the AI Learning Path for Public Relations Specialists, which covers applying AI tools to research, monitoring, and reporting workflows. As more platforms embed analyst-grade reasoning into their products, the ability to evaluate AI-generated insights - to trace them, verify them, and act on them quickly - becomes a distinct career advantage.
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