Perception of AI Use in Pakistan among Communication & Media Faculty: An Exploratory Study

Abstract

The paper examined how Communication and Media (CMS) faculty in Pakistan perceived AI usage for teaching practices. It focused on the current utilization patterns, potential benefits, and challenges related to AI usage among CMS faculty members. It also explored the primary factors, based on the Unified Theory of Acceptance and Use of Technology (2), to understand the circumstances under which Pakistani Communication & Media faculty members adopted AI technology in their teaching practices. This study was based on qualitative interviews. The interviews explored the faculty’s perceptions of AI in terms of Performance Expectancy and Effort Expectancy, their level of awareness about it, and their current Behavioral Intention as well as AI usage patterns. Faculty expressed positive views towards AI and is to learn more.  However, their current AI usage is primarily limited to administrative tasks due to a significant lack of support from their universities. Further research should focus on how to incorporate AI tools into the teaching process.