CARMA

What CARMA does

CARMA is a privately held media intelligence and PR measurement company founded in 1984 and headquartered in London, operating through 23 offices across EMEA, APAC, the Middle East, Africa, and the Americas. The company provides AI-powered media monitoring, PR measurement, and market research services to more than 3,500 brands and organizations including Fortune 500 firms such as Aramco, TikTok, BMW, GE, Nestlé, and Samsung, as well as government clients and PR agencies. CARMA's core products are built on the CARMA Insight platform, which combines a proprietary web crawler that processes millions of pieces of content daily across 100+ languages with NLP, speech-to-text, computer vision, and orchestrated AI agents; recent product launches include Noor, a personal AI analyst introduced in May 2026.

The business operates a hybrid revenue model combining subscription-based software licenses (Standard and Professional tiers) with high-touch professional services including Media Insights, Integrated Research & Consulting, CARMA Consults, and Primary/Secondary Research. Pricing is quote-based with annual billing cadence, and the go-to-market motion is enterprise-led with consultative field sales, dedicated account management, and channel relationships with global PR agencies (Ketchum, Weber Shandwick, The Hoffman Agency, Leo Burnett). The Professional tier differentiates through premium and paywalled content access plus human curation services, addressing a market where PR analytics software is projected to grow from $2.97B in 2025 to $6.3B by 2033.

CARMA's competitive positioning rests on its 40+ years of operating history, its consultants' role in developing AMEC's Barcelona Principles and Integrated Evaluation Framework, and a global footprint with native-language analysts that enables on-the-ground media coverage in markets where pure-play SaaS competitors lack presence. The company was acquired in February 2024 by an undisclosed amount (mmi Analytics) to expand analytics capabilities, and continues to invest in AI-native features, regional leadership, and thought-leadership content through The Measurement Standard blog and industry research reports. Ownership structure remains undisclosed; CARMA International Inc. is the primary US-domiciled entity and no public listing or institutional investor has been identified in available sources.

Name

CARMA

Legal name

CARMA International Inc.

Website

https://carma.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

501–1,000 employees

Short description

CARMA is a global media intelligence and PR measurement provider founded in 1984, offering AI-powered media monitoring, analytics, and research services across 100+ languages to 3,500+ enterprise, government, and agency clients through 23 international offices.

Ownership category

akta.pro rank

Product category

Media Intelligence Software

NAICS

Marketing Research and Public Opinion Polling (541910), Software Publishers (513210)

SIC

Services-Prepackaged Software (7372), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Fieldwork & Data Collection (Online Panels, CATI/CAPI, Fieldwork) (MPAAALAD)

akta.pro secondary industries

Enterprise AI Data & Knowledge Platforms (Vector Databases, Knowledge Graphs) (HDAEANAH), Audio & Speech Analytics (call analytics, QA, insights) (HDAAAFAH), Data, Analytics & AI Consulting (BPAHAEAF)

Keywords

• Media intelligence services
• Media monitoring software
• PR measurement analytics
• Reputation measurement platform
• Broadcast monitoring solutions

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices23 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Software Licenses: Subscription-based software licenses (Standard and Professional tiers) providing access to the CARMA Insight platform for media monitoring and analytics. Standard includes core monitoring; Professional adds premium content, paywalled sources, and human curation.
2. Research Solutions: Media Insights and Integrated Research & Consulting services providing expert analysis, executive briefings, media analysis reports, and customized measurement frameworks. Sold as add-on or standalone services.
3. Premium Content Access: Access to paywalled content, premium news sources, and restricted social media platforms (Financial Times, niche outlets, TikTok, LinkedIn) as part of Professional tier or standalone premium add-on.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

CARMA delivers AI-powered media intelligence through its CARMA Insight software platform combined with expert-led research and consultancy. The platform monitors print, broadcast, online, and social media in 100+ languages using a proprietary web crawler, NLP, and speech-to-text, while expert analysts provide media analysis reports, executive briefings, reputation measurement, and customized measurement frameworks for PR and communications professionals. Revenue is generated through Standard and Professional software subscriptions, Media Insights research subscriptions, and Integrated Research & Consulting engagements.

Product overview

CARMA is a media intelligence and market research solutions provider offering a comprehensive platform-plus-modules architecture centered on the CARMA Insight software platform. The core offering combines AI-powered media monitoring services (covering print, broadcast, online, and social channels) with expert-led research and consultancy. The software portfolio includes two license tiers (Standard and Professional), supplemented by add-on modules such as News Alerts/Newsletters, Analytics Dashboards, Media Analysis Power Dashboards, Executive Briefings, and the Reputation by CARMA product. The research portfolio spans Media Insights, Integrated Research & Consulting, CARMA Consults, Primary Research, and Secondary Research services. CARMA's technology foundation leverages NLP, AI, speech-to-text, and orchestrated AI agents processed across the full PESO media landscape (Paid, Earned, Shared, Owned). The company also offers a mobile app (iOS/Android), specialized solutions for competitor benchmarking and multi-market measurement, and the recent Noor AI analyst feature.

Differentiator

Problem solved

Functional benefit

Products and services

• CARMA Insight Platform Cloud-based AI-powered media intelligence software platform providing monitoring across online, print, broadcast, and social media with DIY functionality alongside expert analysis. Targets PR and communications professionals who need real-time coverage capture and analytics in 100+ languages.
• Media Monitoring Core service monitoring global media 24/7/365 across print, social, online, digital, and broadcast channels, delivering relevant content to PR and communications professionals through AI-driven tools and human expertise.
• Standard Software License Entry-level software license providing core media monitoring content sets, automated media coverage capture, and analytics dashboards for PR and communications professionals at small and medium businesses. Enables DIY implementation of media monitoring programs.
• Professional Software License Enhanced software license adding premium and paywalled content access, human curation services, translated summaries, and curated breaking news alerts beyond the Standard package. Targets organizations requiring comprehensive multilingual coverage and behind-paywall source access.
• Media Insights Research solution providing specialist-written analysis reports and executive briefings to measure earned and owned media performance against KPIs and gain contextual meaning from media coverage. Targets organizations seeking expert interpretation beyond raw data.
• Integrated Research & Consulting Comprehensive research and consultancy solution equipping clients with guidance to design measurement frameworks aligned with organizational objectives, plus integrated market research for audience understanding. Targets organizations seeking full-scale measurement transformation.
• Executive Briefings Daily summaries of the most important stories and sources for organizations, written by expert news analysts and delivered in digestible formats for senior stakeholders and C-suite audiences.
• Reputation by CARMA Comprehensive reputation measurement combining media coverage data, social media conversations, and audience perception research to provide holistic reputation scores and benchmarking against competitors across six core pillars of reputation.
• Integrated Communications Measurement & Consultancy Expert-led consultancy building customized communications measurement frameworks aligned with organizational strategic objectives, embedding measurement culture through stakeholder workshops and C-suite presentations. Targets enterprise clients undergoing measurement transformation.
• Market Research Primary and secondary market research services including focus groups, surveys, demographic research, behavioral trends, and audience segmentation conducted by CARMA's research teams. Targets organizations needing audience understanding beyond media coverage.
• CARMA Mobile App Mobile application available on iOS (App Store) and Android (Google Play) enabling users to access real-time news alerts, monitoring dashboards, and media insights on mobile devices.
• Noor (AI Analyst) Personal AI analyst feature powered by orchestrated AI agents, providing conversational access to media intelligence insights and strategic analysis beyond basic chatbot functionality. Targets PR professionals seeking AI-assisted query and insight generation.
• Competitor Benchmarking and Industry Insights Competitive intelligence service tracking industry trends, competitor movements, and market positioning to inform strategic decisions and benchmark PR performance against peers.
• International and Multi-Market Measurement Multi-market measurement solution enabling geographic breakdowns, market-by-market comparisons, and benchmarking across regions with localized metrics and global frameworks for organizations operating across multiple countries.

Quantifiable outcome

• 17-year client partnerships demonstrating high retention
• +2 more outcomes

Named customers32 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability9 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and major.

• AMEC (International Association for Measurement and Evaluation of Communication)coreStrategic or Co-development PartnerCARMA is a member and active participant in AMEC. Many CARMA consultants have been instrumental in developing AMEC's world-renowned evaluation best practice resources, including the Barcelona Principles, the Integrated Evaluation Framework, and the Measurement Maturity Mapper.
• FIBEP (World Federation of Public Relations Associations)coreStrategic or Co-development PartnerCARMA is a partner member of FIBEP, collaborating on industry standards and best practices in media intelligence and PR measurement.
• CIPR (Chartered Institute of Public Relations)coreStrategic or Co-development PartnerCARMA is a partner of CIPR, contributing to the professional development and standards of the public relations industry.
• PRCA (Public Relations and Communications Association)coreStrategic or Co-development PartnerCARMA is a member and partner of PRCA, supporting industry standards and professional excellence in PR and communications.
• GCS (Government Communication Service)coreStrategic or Co-development PartnerCARMA is a partner of GCS, providing media intelligence services to support government communications professionals.
• Weber ShandwickmajorChannel Partner/ Reseller/ DistributorWeber Shandwick KSA team uses CARMA's platform for media monitoring and reporting for their clients. Josephine Bou Saab from CARMA arranged demos and provided ongoing support.
• The Hoffman AgencymajorChannel Partner/ Reseller/ DistributorEuropean MD of The Hoffman Agency provides testimonial about CARMA's consultative approach and responsiveness for client work.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Talkwalker: AI-powered consumer intelligence and social listening platform. Direct peer on social media analytics, sentiment analysis, and earned media measurement, particularly competing for enterprise brand tracking use cases.
• Cision: Major PR software and media intelligence provider offering media monitoring, distribution, and analytics. Competes head-to-head with CARMA in enterprise PR measurement and is a likely primary competitor in the US and European markets.
• Brandwatch: Digital consumer intelligence and social media management suite. Overlaps with CARMA's social media analytics, reputation measurement, and consumer insights offerings for enterprise marketing and PR teams.
• TVEyes: Specialised broadcast and media monitoring service. Directly comparable to CARMA's broadcast monitoring module, particularly for TV and radio monitoring with speech-to-text transcripts.
• Digimind: Social listening and competitive intelligence platform serving global brands and agencies. Directly competes with CARMA on social media monitoring, market intelligence, and PR measurement workflows.
• Meltwater: Global media intelligence and social listening platform serving PR and communications professionals. Directly competes with CARMA across media monitoring, analytics, and PR measurement for enterprise clients globally.

Broad incumbents

• Sprinklr: Enterprise customer experience management platform with unified social media management, listening, and analytics. Overlaps with CARMA's social media analytics and earned media measurement for large enterprise accounts.
• Kantar (Media Division): Global data and insights powerhouse with a sizable media intelligence and reputation measurement practice. Provides overlapping capabilities but as part of a broader portfolio spanning market research, consulting, and analytics.

Emerging players

• Quid (NetBase Quid): AI-driven consumer and market intelligence platform with social listening and analytics. Overlaps with CARMA's social media analytics, sentiment analysis, and consumer insights research offerings.
• Signal AI: AI-powered media intelligence and reputation management platform focused on enterprise communications use cases. Competes with CARMA on AI-driven media monitoring and is increasingly relevant as AI-native alternatives.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/CARMA
• Facebookfacebook.com/CARMAGlobal
• LinkedInlinkedin.com/company/carma
• Instagraminstagram.com/carmaglobal

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CARMA