LAHORE: Punjab University Department of Media and Development Communication has inaugurated a project titled "Digital Trust and Free Expression in the AI Era: Strengthening Responsible Content Creation in Open Digital Spaces," supported by the U.S. Mission to Pakistan in collaboration with the Pakistan-U.S. Alumni Network (PUAN). The project seeks to address the challenges posed by AI in journalism, emphasizing the role of universities in fostering responsible digital communicators.

According to University of the Punjab, the initiative was launched with a ceremony attended by Vice Chancellor Prof. Dr. Muhammad Ali, who highlighted the significance of universities as bastions of integrity and intellectual discipline amidst the evolving digital landscape. He remarked on the crucial distinction between AI's capacity to process data and the irreplaceable human elements of intuition and empathy in journalism.

Project Lead Dr. Ayesha Ashfaq discussed the growing issues related to AI-generated content and the necessity for journalists to develop strong verification skills. She pointed out the impact of synthetic media and deepfakes on journalism and the importance of responsible AI use.

Senior journalist Mr. Sohail Warraich and Senior Anchor Mr. Ajmal Jami spoke on the evolving nature of newsrooms in the AI-driven era, emphasizing the need for transparency and strong editorial judgment to restore public trust. Mr. Fazli Hadi from Shirkat Gah provided insights into Pakistan's digital information landscape, noting the capacity gaps and the necessity for enhanced fact-checking skills.

The project aims to equip early-career journalists, media students, and digital creators with practical skills in verification and ethical storytelling, enhancing audience trust in the digital environment. The launch ceremony was attended by faculty members and representatives from the U.S. Consulate General Lahore.