Carma Launches Noor, a Personal AI Analyst for Comms Teams

Dubai based Carma, a global media intelligence and communications research firm, has launched Noor, a personal AI analyst built specifically for communications professionals. Noor is embedded directly inside the Carma platform and is designed to give users immediate, contextual insight through natural conversation rather than static dashboards.

Unlike a general purpose AI assistant layered on top of existing tools, Noor is trained on Carma's own award winning measurement methodology, the same framework its human analysts use, and structures every response around four questions: what happened, why it happened, what it means and what to do next. Every insight Noor produces is traceable back to the underlying source data through a feature Carma calls View on Insight, letting communications teams verify findings before presenting them to leadership.

Why Traceability Matters More Than Speed Alone

Mazen Nahawi, Founder and CEO of Carma, said the communications industry's real challenge is not a shortage of information but difficulty interpreting what matters inside it. That framing points to a problem familiar to enterprise buyers across the Gulf evaluating AI tools generally: speed is easy to demonstrate in a demo, but trust and defensibility are what determine whether a tool survives contact with an actual executive briefing. Gareth Craven, Carma's Global Head of Product, said the company set out to build an analyst rather than another AI assistant, positioning Noor's traceability and structured reasoning as its main differentiator against generic AI tools entering the media intelligence space.

Native Arabic Capability Built In From the Start

Among Noor's stated capabilities is native Arabic support across sentiment analysis, tagging, summarisation and reporting, a detail that matters directly for MENA based communications teams working across English and Arabic media simultaneously. This mirrors a broader pattern across the region's AI product launches today, with Inception42's newly launched Seraj model also built specifically to close Arabic language gaps in enterprise AI, suggesting that Arabic fluency is quickly becoming a baseline requirement rather than a differentiator for AI tools competing for enterprise budgets across the Gulf.

Part of a Broader Custom AI Push

Noor sits inside what Carma describes as its wider Custom AI ecosystem, built around three principles it calls shape, evolve and understand, letting organisations shape AI around their own data environment while keeping pace with governance and regulatory requirements. Carma says its methodology has won 31 AMEC Global Measurement and Evaluation Awards in 2025, and the company now operates across 23 offices worldwide with coverage spanning more than 105 languages.

What This Means for Regional Comms and PR Teams

For B2B communications leaders and PR agencies across the GCC, Noor is a signal that media intelligence vendors are moving away from generic chatbot style AI add ons toward tools grounded in proprietary measurement frameworks. Buyers evaluating AI investment in this space, including those tracked through Gulf SaaS Review, are likely to increasingly favour vendors who can demonstrate traceable, defensible reasoning over those offering speed alone, particularly as communications teams face growing pressure to justify AI generated recommendations to sceptical leadership.