Selective resistance and strategic adoption: professional culture and AI integration in a Global South media ecosystem

Abstract The rapid integration of artificial intelligence technologies presents one of the most consequential transformations in contemporary media globally. This magical wand has raised questions on the efficacy of AI tools; therefore, this study examines the patterns of adoption of AI in Pakistan’s media ecosystem, evolution in professional culture, efficiency, quality and authenticity through semi-structured interviews with 150 media professionals representing journalism, public relations, advertising, production, education, and industry specialists. The interpretive phenomenological analysis carried between February and July 2025 provides insight into unique patterns of adoption contradicting universalist technology acceptance models. Journalists show a restraint opposition characterized by editorial integrity mostly, whereas PR professionals are characterized by eager upkeep. Advertising agencies demonstrate sophisticated multi-tool orchestration, production houses prioritize cost-effective automation despite subscription barriers, and media educators lead curriculum development while advocating policy frameworks. Professional jurisdiction theory and professional culture theory are implemented to show how occupation-specific values instead of individual or organization factors mediate the technology adoption in the setting of the developing countries where infrastructural constraints, cultural localization issues, and economic barriers are characteristic of the lack of adoption studies in the Western context. These results are empirical support of how Global South media practitioners balance the introduction of AI and do not lose their culture and professional identities, which serves the vision of media organizations and those interested in policy changes in such settings.