CARMA, the global media intelligence firm, launched Noor on July 2, 2026 - a personal AI analyst embedded directly in the CARMA platform designed to give communications professionals immediate, analyst-grade insight through natural conversation. The launch responds to teams overwhelmed by thousands of daily articles, posts, and conversations who need faster interpretation, not more data.
"The communications industry doesn't have an information problem. It has an interpretation problem," said Mazen Nahawi, Founder and CEO of CARMA. "Noor 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."
Built to think like an analyst, not a chatbot
Noor was trained by CARMA's analyst teams using the company's established methodology. Rather than offering generic AI responses, each answer follows four principles: what happened, why it happened, what it means and what to do next. This framework turns raw information into action points teams can act on immediately.
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 helps communications professionals move beyond dashboards and data points to gain a deeper understanding of what is happening around their brand."
Every insight is fully traceable to source material. Users can click through to underlying data points using CARMA's 'View on Insight' functionality, so findings can be verified and defended with leadership teams.
What Noor can deliver
The system draws on CARMA's global coverage - 23 offices, more than 105 languages - and its 31 AMEC Global Measurement and Evaluation Awards in 2025. Specific capabilities include:
- Instant explanations of what changed, why it changed, and what action to take
- Contextual analysis of themes, narratives, sentiment, and key messages across traditional and social media
- Executive-ready reporting: media analysis, crisis assessments, competitive reviews, and strategic briefings
- Native Arabic capabilities for sentiment analysis, tagging, summaries, and reporting
- Flexible reporting that adapts to user requirements rather than fixed templates
- Unified analysis environment integrating proprietary research, third-party datasets, and other intelligence sources
Why this matters for PR and communications professionals
Noor reduces the hours of manual analysis that go into a single executive briefing. Communications teams can spot narrative shifts, defend recommendations with traceable data, and respond to reputational risks faster. For professionals looking to integrate AI into their workflow, an AI Learning Path for Public Relations Specialists can build the skills needed to work alongside tools like Noor effectively.
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