Noor FAQ

What is Noor?
Noor is CARMA's personal AI analyst, built into the CARMA Insight platform. You ask questions about your media coverage in plain language, and Noor responds with clear answers, charts and ready-made reports, all grounded in your own verified data.

What is Noor built on?
Noor is built on CARMA's analytical methodology, refined over four decades of media intelligence work. Its answers draw on coverage that has been collected, coded and human-verified, using the same taxonomies and sentiment models that underpin CARMA's award-winning analysis.

How is Noor different from general AI tools?
General AI tools answer from the open internet and broad training data. Noor answers only from your verified CARMA coverage. That means its responses are grounded in your real media data, stay within your project, and link back to the source articles so you can check them. Noor is an analyst working from your evidence, not a general chatbot.

Using Noor

What can I ask Noor to do?

• Answer questions about your coverage: what changed, why, and what it means.
• Benchmark against competitors: volume, sentiment and share of voice across markets and time.
• Analyse spokespeople: who is driving coverage, on which themes, and whether key messages land.
• Build charts and reports: media analyses, risk reports, executive summaries and briefings.
• Summarise the week: the top stories and shifts that need your attention.

Do I need technical skills or to learn a query language?
No. You ask in everyday language, the way you would ask a colleague. There are no filters to build and no syntax to learn.

What formats can Noor produce?
Written answers and interactive charts inside the conversation, plus ready-made reports you can export as PDF, PowerPoint or Excel.

Can I export the data and charts?
Yes. Charts come with the underlying data, which exports to Excel, and full reports export to PDF and PowerPoint.

What languages does Noor support?
You can ask Noor in your preferred language, including Arabic.

How accurate is Noor, and can I trust the answers?
Every answer is grounded in your verified coverage and links to the source articles, so you can trace anything back to its evidence. As with any AI, we recommend reviewing the sources for anything you plan to use externally. Noor describes what your coverage shows; it does not make statistical forecasts.

Your data and security

What data does Noor use?
Only the media coverage within your own CARMA Insight project: the articles, metadata and coding already applied for you. Noor does not search the open web.

Is my data secure and private?
Noor works only within your project and cannot reach data outside it. Your information is processed to answer your question at the time, with secure transmission and access controls.

Do you use my data to train AI models?
No. Your data is not used to train AI models.

Can Noor see other clients' data?
No. Noor is scoped to your project only.

Getting started

How do I access Noor?
Noor is part of the CARMA Insight platform. If you are a CARMA client, you will find Noor in the side menu of your project. If you are exploring CARMA, your account team can arrange a live demonstration.

Where can I learn how to use Noor?
Start with the overview guide, then work through the step-by-step how-to articles, such as generating a strategic media briefing. Alternatively reach out to your dedicated CARMA account manager

Is there a limit to what I can ask?
Ask as much as you like within your project's coverage. Start broad, then refine with follow-ups. Noor remembers the conversation, so each question can build on the last