Pareesa Afreen 
Dec 18, 2025
Information Minister Attaullah Tarar has called for proposals regarding the use of artificial intelligence (AI), highlighting the rising effect of AI on the job market in the advertising and creative industry in Pakistan.
Taking to X, the minister highlighted that the usage of AI technology has started impacting jobs such as content creators, graphic designers, editors, creative directors, actors, models, technicians, and cameramen, among many others.
He called on all stakeholders to submit their suggestions to prevent these professions from becoming redundant, sending them to the Press Information Department.
In May, a report released by the International Labour Organization found that a quarter of the world’s workers are in positions that are affected by generative AI, although very few jobs are at risk of being completely automated.
Current surveys indicate the difficulty in integrating AI into creative industries. In November, a study was undertaken on the streaming service Deezer.
A total of 9,000 participants were asked to listen to music clips generated either by artificial intelligence or humans. Nearly 97% of the respondents could not distinguish between the two, and more than half felt uneasy about the lines blurring between human and AI creativity.
Moreover, a significant 51% felt that AI might reduce the quality of music as a whole, and nearly two-thirds feared it might impact creativity.
