Charm is a Google Sheets add-on that automates work impossible to do with traditional formulas. It claims to help organizations save time and resources by quickly generating unique content variations. It can also generate synthetic data such as first/last names, addresses, and phone numbers. According to the website, marketers can use it to quickly generate product description variations, rewrite SEO content and create blog posts. Product Managers can use it to categorize product feedback, prioritize sales leads and discover new trends. Analysts can use it to create synthetic data, generate bullet-point summaries and rewrite existing content with fewer words. These functions differentiate it from similar software competitors.