Artificial intelligence is transforming content creation and communication, but human values including trust, creative integrity and ethical responsibility must remain central to its adoption, Fatima Jinnah Women University (FJWU) Vice Chancellor Prof. Dr. Bushra Mirza said. She made the remarks while addressing the opening session of the 3rd International Conference on Media and Communication (ICMAC 2026) at Foundation University Islamabad as the chief guest.
Dr. Bushra Mirza highlighted the responsibility of higher education institutions to prepare students and emerging researchers for an environment increasingly shaped by artificial intelligence and digital technologies. She stressed the importance of developing the ability to critically assess digital tools, counter online misinformation and maintain ethical standards as AI becomes more integrated into media and communication.
Themed “Media Dynamics in the Age of Artificial Intelligence: Innovation, Trust, Creativity and Sustainability in the Digital World,” the conference brought together researchers, media professionals and academics from Germany, the United States, Sri Lanka and Türkiye, along with representatives from 13 partner universities across Pakistan. Technical sessions and research presentations examined human-AI collaboration, digital storytelling, algorithmic bias, media literacy and sustainable digital entrepreneurship.
Dr. Mirza also highlighted FJWU’s focus on research, collaboration between academic institutions and preparing women scholars to participate in an AI-driven global ecosystem. The conference provided a platform for discussions around the opportunities and challenges created by AI in media and communication, with particular attention to trust, creativity, sustainability and ethical use of emerging technologies.
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