A case study of AI adoption in Pakistan's media sector: Opportunities, challenges, and contextual realities

This research examines the application of artificial intelligence (AI) in Pakistan’s media industry, filling a notable void in academic literature regarding AI implementation in non-Western settings, especially South Asia. We adopt a qualitative case study method, examining chosen Pakistani media sources by conducting interviews with journalists, content producers, and administrators, alongside reviewing organizational documents and press reports. Our results identify three primary artificial intelligence implementations: automated content generation for standard news reports, analytics for audience engagement to refine content distribution, and emerging verification mechanisms to address false information. However, adoption remains uneven due to structural constraints such as financial limitations, insufficient training, and regulatory ambiguity. Furthermore, doubts rooted in culture among those working in media hinder the adoption of artificial intelligence, as they worry about preserving journalistic independence and potential moral consequences. The research underscores how AI’s capacity to drive change is shaped by Pakistan’s distinct socio-political and institutional conditions, such as inequalities in technology and influences from political spheres. Through the placement of AI within these contextual factors, we contribute empirical insights into the opportunities and challenges of AI adoption in media ecosystems with limited resources. The study highlights the necessity for customized approaches that harmonize productivity improvements with regional organizational contexts, presenting a structure for policymakers and media professionals addressing AI’s changing influence in the Global South.