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Noor Overview

Noor is CARMA's personal AI analyst, built right into the CARMA Insight platform. You ask questions about your media coverage in plain language, and Noor gives you clear answers, charts and ready-made reports, all grounded in your own verified data. This guide explains what Noor is, how it works, and how to get the best from it.

What is Noor?

Noor is an AI you can talk to. If you have used a chat-based AI tool before, Noor will feel familiar: you type a question in everyday language and get a written answer back.

The difference is what sits behind it. Instead of searching the open internet, Noor works only from your CARMA coverage, the media data that has already been collected, coded and verified for your project. So when Noor tells you what is happening in your coverage, it is reading your real data, not guessing from the web.

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How does Noor work?

  1. You ask in plain language. No filters to build, no query syntax to learn. Just describe what you want to know, the way you would ask a colleague.
  2. Noor reads your verified coverage. It looks across the articles, metadata and coding already applied in your project, using CARMA's taxonomies and sentiment models.
  3. You get a grounded answer. Noor explains what happened, why, and what it means, and links back to the source articles so you can check anything for yourself.
Because every answer is tied to your real coverage, you can always trace it back to the articles behind it. Nothing comes from the open web.

 

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What can Noor do?

  • Answer questions about your coverage: what changed, why, and what it means for you.
  • Benchmark against competitors: volume, sentiment and share of voice across markets and time periods.
  • Analyse spokespeople: who is driving coverage, on which themes, and whether key messages are landing.
  • Build charts and exports: visuals delivered straight into the conversation, with the underlying data exportable to Excel.
  • Produce ready-made reports: media analyses, risk reports, executive summaries and more, as PDF, PowerPoint or Excel.
  • Send daily and weekly briefings: the top stories and shifts that need your attention, written ready to share.
  • Work in your language: including Arabic, so teams can ask in the language they prefer.

What to keep in mind

Noor is at its best when you treat it as a fast, well-informed analyst rather than an infallible oracle. A few things worth knowing:

  • Sanity-check against the sources. Every answer links to the articles behind it. Before you share anything externally, take a quick look at those sources.
  • Noor works from your project data. It only sees the coverage in your CARMA Insight project, so its view is as complete as your project setup.
  • Noor describes, it does not predict. It tells you what your coverage shows and what it means. It does not make statistical forecasts.
  • The more specific your question, the better the answer. A clear ask gives Noor a clear target.

 

Asking good questions

You do not need any special phrasing, but a little structure helps. Name the brand or topic, the time window, and the angle you care about. Start broad, then go deeper with follow-ups, Noor remembers the conversation. And if you want a particular format, just ask for it.

For example: Give me a media breakdown for [brand] over the past week, focusing on themes that may be negative.

 

Your data and privacy

  • Project-scoped. Noor only works within your CARMA Insight project and cannot reach data outside it.
  • Never used for training. Your data is not used to train AI models.
  • Processed in the moment. Information is used to answer your question at the time, with secure transmission and access controls.

 

Common questions

Do I need to know how to write queries?
No. You ask in everyday language, exactly as you would ask a colleague.

Will Noor make things up?
Noor is grounded in your verified coverage and links to the source articles. As with any AI, check those sources for anything you plan to use externally.

Can Noor see other clients' data or the open web?
No. Noor works only within your own project.

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

Can I export what Noor produces?
Yes. Charts and reports export to Excel, PDF and PowerPoint.

Where to go next

Once you are comfortable with the basics, the how-to guides walk you through specific tasks step by step. A good place to start is How to generate a strategic media briefing with Noor.