Aryma Dimension vs Claude Meetings

On Oct 16, 2026, we launched Aryma Dimension. A first of its kind AI agent that would join Business meetings both virtual and physical. It wasn't just a meeting note taker.

It was an intelligent agent trained on nearly a decade of MMM experience and the client's latest MMM model reports.

One of its key highlights were that it could walk through the entire presentation, speak like a human and answer any questions from an individual or a team.

And the best part is that it could retain the memory not only of that particular meeting but many meetings across time. Thus, preserving the institutional memory of the organization.

As they say, it is lonely at the top. Our innovative product drew both excitement and scepticism.

But whoever had a live demo with us, became a fan of our product.

Fast forward today, On November 12, Anthropic announced Claude Meetings, bringing Claude into video calls as an AI participant.

Are we worried?

No.

Rather we are happy that our idea and vision stands vindicated.

We are in fact genuinely happy to see this development. It is exciting to see AI move beyond chat interfaces and become part of the conversations where business decisions happen.

While it is still early days given that Claude meetings is still in beta, we have done a thorough comparison of Aryma Dimension and Claude meetings.

Aryma Dimension vs Claude Meetings

Capability	Claude Meetings	Aryma Dimension
Join live video meetings	Yes	Yes
Understand spoken questions	Yes	Yes
Speak answers aloud	Not currently its default; answers are written	Yes, via eMMMy
Generate meeting notes and transcripts	Yes	Yes
Intelligent and memory spanning multiple meetings	Not available	Yes
Create documents during meetings	Yes	Yes
Create charts and tables	Yes	Yes
Connect to external tools	Yes, permission-based	Specialized MMM integrations
Retrieve MMM contributions and ROAS	Possible through connected tools	Native capability
Generate saturation curves live	Requires suitable integration	Native capability
Execute budget optimization	Requires an external optimizer	Native capability
Compare MMM scenarios	Requires suitable tools	Native capability
Explain model-specific decisions	Depends on connected knowledge	Built around MMM expertise
Retain measurement decision history	General meeting history	Domain specific institutional memory
Track outstanding follow-ups	General action items	Explicit owed/open/closed tracking
Active participant	No	Yes
AI Agent anthropomorphized	No	Yes
Strategy sparring partner	No	Yes
Current availability	Only in beta version	Open for business

Aryma Dimension's eMMMy, an AI meeting participant built around MMM intelligence

Most meeting assistants are designed to understand conversations, capture information and help teams with meeting related tasks. But an MMM review requires a different level of analytical understanding.

When a CMO asks why television contribution has declined, the answer cannot simply come from a transcript or a previous presentation. It requires examining the model's outputs, understanding changes in spend, adstock and saturation, and interpreting what those changes mean for the business.

eMMMy is built to work with the underlying Marketing Mix Model. She has native access to the statistical outputs, including channel contributions, ROAS, spend, adstock and saturation. Every number she quotes comes from the relevant model results, not from general internet knowledge or an old presentation.

This makes the conversation fundamentally different. Participants can question a result, investigate a change and explore its implications without leaving the meeting to retrieve the required analysis.

Six capabilities that give Aryma Dimension an edge over Claude Meetings

1. Native access to statistical models

eMMMy does not simply read MMM reports or retrieve information from documents. She works with the underlying model outputs.

Whether the discussion involves channel contribution, ROAS, adstock or saturation, she can retrieve the relevant statistics and explain what they indicate.

For example, if a stakeholder asks why Meta's contribution has changed, eMMMy can investigate the relevant model results rather than simply provide a generic explanation.

The advantage is having the actual statistical model available within the conversation, making the discussion grounded in evidence.

2. Specialised reasoning built on years of MMM expertise

Access to statistics is not enough. Interpreting them requires an understanding of how marketing channels behave, how different industries respond to media investments and how model outputs translate into business decisions.

This is where Aryma Labs brings its experience.

eMMMy incorporates more than a decade of Aryma Labs' Marketing Mix Modeling consulting expertise, including industry knowledge, research, case studies and practical understanding of media channel behaviour.

The objective is to go beyond answering what a metric means. eMMMy can investigate why it changed, examine the factors influencing it and help stakeholders understand what decisions could follow.

This domain-specific reasoning is what distinguishes a specialised MMM analyst from a general-purpose AI assistant.

3. Live simulations and analytical decision making

Perhaps the most important capability is the ability to perform analysis while the meeting is happening.

Consider a CMO asking: What would happen if we shifted 20% of our budget to Meta?

Instead of turning this into a follow-up task, eMMMy can run the budget optimisation scenario against the underlying model and present the results during the discussion.

The same applies to generating saturation curves, comparing multiple channels, analysing contribution changes and exploring alternative budget allocations.

A question can trigger a new analysis. A disagreement can lead to another simulation. A hypothesis can result in a new visualisation.

For example, participants can ask eMMMy to:

• Compare the saturation curves of Meta and YouTube.
• Evaluate different budget allocation scenarios.
• Generate contribution charts across multiple periods.
• Investigate the marginal returns of increasing channel spend.
• Compare the projected outcomes of alternative investments.

These are not static charts prepared before the meeting. They are generated in response to the discussion, using the actual MMM.

The result is a shift from reviewing a fixed presentation to exploring the model interactively.

4. Measurement specific institutional memory

Marketing measurement is built over years of analysis, discussions and decisions. Yet much of the reasoning behind those decisions is often lost between meetings.

Why did the team reduce television spending? Which alternatives were considered? What assumptions were challenged? What did the previous model review conclude about YouTube saturation?

Aryma Dimension addresses this through a measurement-specific memory layer.

eMMMy retains meeting discussions, questions, answers, generated charts, decisions and outstanding follow-ups in a connected, searchable record. Teams can revisit these conversations months later and retrieve the context behind earlier decisions.

This is particularly valuable because the intelligence behind MMM is not limited to the latest model refresh or the most recent meeting.

Combined with Aryma Labs' accumulated consulting expertise, this creates two layers of knowledge: the specialised understanding of marketing measurement and the organisation's own history of decisions and discussions.

It allows the reasoning behind marketing investments to become part of an organisation's continuing measurement knowledge.

5. An active participant, not a silent observer

Another important aspect of eMMMy is how she participates in the meeting.

She presents the MMM, speaks to participants, responds to questions and clarifies doubts as the discussion unfolds. Participants can interrupt her at any point, challenge her conclusions or change the direction of the discussion.

But eMMMy also knows when not to speak. Using Jev, our contextual routing layer, she can distinguish between participants talking among themselves and questions directed at her. This allows her to understand the flow of the conversation, respond when addressed and avoid interrupting discussions that are not meant for her.

We have explored how this works in our earlier post, How eMMMy Learns to Ignore Side Talk in Aryma Dimension Through Jev.

If someone asks for a different analysis halfway through a presentation, eMMMy can adapt. If a recommendation is challenged, she can investigate the underlying results and run another scenario.

The meeting is not restricted to a predefined sequence of slides. It becomes a dynamic analytical discussion shaped by the questions and decisions of the people in the room.

At the same time, eMMMy works with a human-in-the-loop approach. Actions such as running optimisations or sending outputs require user approval. The agent can prepare and execute analytical work without taking decision-making control away from the team.

6. Personalised experiences for analysts and enterprise teams

Different teams have different needs when it comes to understanding and acting on marketing measurement. Aryma Dimension is designed to support both individual analysts and larger leadership teams through two distinct formats.

Enterprise is designed for interactive measurement reviews with leadership teams. eMMMy presents the MMM, answers questions from participants and helps the team explore results, challenge assumptions and evaluate decisions together.

Personal gives individual analysts an AI sparring partner to work through their own models. They can question results, investigate changes, explore scenarios and pressure-test their conclusions through an interactive conversation with eMMMy.

Both formats bring the same specialised MMM intelligence into the meeting, while adapting the experience to how different users work with marketing measurement.

This makes Aryma Dimension more than a meeting assistant. It becomes a personalised analytical partner, whether the goal is to align leadership around business decisions or help an analyst go deeper into the model.

The future of AI meetings is specialised intelligence

As AI becomes a more active part of workplace conversations, the real opportunity lies in moving beyond simply capturing discussions or answering questions. It is about bringing intelligence that understands the subject, works with the underlying data, and helps people make better decisions in real time.

That is what Aryma Dimension brings to Marketing Mix Modeling. With eMMMy, teams can question their models, explore scenarios, challenge recommendations, and carry the reasoning from one meeting into the next.

Because an MMM meeting should do more than review numbers. It should help teams understand what is driving results and decide what to do next.

We are proud to have pioneered some key features in this new space and we are not done yet. More innovations coming soon.

Schedule a demo of Aryma Dimension