ARTIFICIAL INTELLIGENCE, DEEPFAKES, AND THE MISINFORMATION CHALLENGE JOURNALISTS’ PERSPECTIVES FROM PAKISTAN

Abstract

The proliferation of deepfakes and AI-generated misinformation has introduced unprecedented ethical and operational challenges for contemporary journalism. This study investigates how Pakistani journalists perceive the impact of deepfakes and AI-assisted misinformation on news credibility, verification practices, and audience trust. Drawing on survey data from 387 journalists across print, broadcast, and digital media, the study employs quantitative analysis using Likert-scale measures to assess perceptions of risk, ethical concerns, and professional safeguards. Reliability of the survey instrument was confirmed via Cronbach’s alpha (α = 0.87), indicating strong internal consistency. Findings reveal that journalists are acutely aware of the threats posed by deepfakes and misinformation, reporting heightened challenges in verifying sources, maintaining accuracy, and preventing the dissemination of fabricated content. Moreover, respondents emphasize the necessity of ethical safeguards, including disclosure of AI-assisted content and rigorous editorial oversight. The study highlights the growing gap between technological innovation and existing verification practices, suggesting an urgent need for targeted training, institutional policies, and regulatory frameworks. By foregrounding journalists’ perspectives, the research contributes to the global discourse on AI-driven misinformation and ethical journalism in developing media ecosystems.