Artificial Intelligence and the Fight against Misinformation: Analyzing the Role of Digital Media in Shaping Public Perceptions in Pakistan

https://doi.org/10.55966/assaj.2025.4.1.0123

Authors

  • Rehman Uddin Excise and Taxation officer in Excise and Taxation department, Khyber Pakhtunkhwa
  • Sana Gul Lecturer, Abdul Wali Khan University, Mardan
  • Muhammad Huzaifa* PhD Scholar, Assistant Director INF, DGIPR, Khyber Pakhtunkhwa
  • Noor ul Huda M.Phil. Scholar, Allama Iqbal Open University, Islamabad

Abstract

The study investigates the impact of artificial intelligence (AI), particularly generative AI and deepfake on the creation and proliferation of misinformation in Pakistan and the role of digital media ecosystems in cementing perceptions. The paper employs qualitative content analysis of 300 items (news articles, social-media posts, fact-checks, and civil-society reports) in the year 20232025 to identify priority areas of AI-enabled misinformation flows, platform affordances that can fuel misinformed content, and the ability of local fact-checkers and civil-society actors and limited populace awareness of fake-content detectors. The results reveal an active disinformation economy with political motives, platform architecture, and poor digital literacy exacerbating the ills of AI-facilitated misinformation. What the paper recommends by way of policy is to address the issue of platform accountability, capacity building of the fact-checkers, and media literacy interventions that are context-sensitive to the Pakistani socio-political environment.

Keywords: Artificial Intelligence, Misinformation, Deepfake, Digital Media, Pakistan, Qualitative Content Analysis, Fact-Checking

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Published

2025-08-12

How to Cite

Rehman Uddin, Sana Gul, Muhammad Huzaifa*, & Noor ul Huda. (2025). Artificial Intelligence and the Fight against Misinformation: Analyzing the Role of Digital Media in Shaping Public Perceptions in Pakistan: https://doi.org/10.55966/assaj.2025.4.1.0123. `, 4(01), 2341–2349. Retrieved from https://assajournal.com/index.php/36/article/view/720

Issue

Vol. 4 No. 01 (2025): Advance Social Science Archive Journal

Section

Articles

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