Seventh International Conference on Communication & Media Studies

Abstract

Artificial intelligence is a technology that has become prominent in our daily lives. It’s an innovative technology of the digital age that has changed the pattern of many business sectors and the media sector is not apart from it. This study identifies the use of AI by both Pakistani and foreign journalists as well as the threats and benefits of AI. To achieve the objectives of this study in-depth interviews were conducted. Diffusion of Innovation is taken as theoretical support. “Use of AI enhances the working skills of journalists” and “AI plays a vital role in changing traditional journalism to modern journals” were testable statements. It was found that AI is being used by Pakistani and foreign journalists to enhance the quality of work but international media is one step ahead then Pakistani media. But every organization nationally and internationally has not adopted the technology yet and it will take more time.