DefinePK

Abstract

Aim of the Study: Artificial Intelligence (AI) is transforming the media industry in Pakistan through more improved storytelling, audience interaction, and the battle against disinformation spread. The capacity of AI to fact-check helps to build public trust, but various challenges prevent its smooth integration. The study examined AI's role in helping Pakistani journalists verify real vs. fake news.
Methodology: A qualitative study is conducted in the form of semi-structured interviews with highly experienced journalists and members of media channels including (Suno, Samaa, Hum News, APP and Dawn). Nine Journalists or editors with at least ten years of experience in using AI for news production, verification, or distribution were selected as participants from Rawalpindi / Islamabad with direct experience in using AI tools for journalism.
Findings: Study found that though AI brings efficiency and potential cost effectiveness, but there is a lack of adequate training and awareness raises severe ethical issues in the field of journalism. Journalists need proper training programs and explicit policies to direct ethical AI use within newsrooms.
Conclusion: The research concluded that in the absence of sound digital literacy and regulatory mechanisms, the media can misuse AI technologies that result in disinformation or public mistrust. Strategic planning for the roll out of training modules, ethics guidelines, and laws, therefore, becomes important. These measures are crucial to make sure that AI plays a positive role in journalism, bring accuracy in news reporting, and promotes a credible and reliable media culture in Pakistan's changing digital age.