ISLAMABAD: Information Minister Attaullah Tarar on Thursday acknowledged employment challenges in the advertising sector due to AI adoption. He urged proposals to address job losses among creatives, including designers, directors, actors, and technicians. The minister emphasized protecting professions from becoming redundant amid technological change.
In a post on X, Tarar noted that AI tools are increasingly replacing roles of content creators, graphic designers, editors, creative directors, actors, models, and cameramen. He invited stakeholders to submit suggestions via an official email linked to the Press Information Department. The move signals government attention on AI’s social and economic impact.
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An International Labour Organisation (ILO) report published in May found that nearly one in four workers globally face some exposure to generative AI. The report added that only a few jobs are currently at high risk of full automation, highlighting the gradual yet significant disruption AI could cause.
Polls have shown growing public concern about AI’s creative impact. In November, a Deezer survey found 97% of respondents could not distinguish AI-generated music from human-made tracks. More than half felt uneasy about this inability to identify the source, and nearly two-thirds believed AI could reduce overall creativity.
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The minister’s call for proposals reflects a broader effort to balance innovation with employment protection. Officials and industry experts are expected to submit strategies to preserve jobs while integrating AI tools responsibly, ensuring the advertising sector continues to thrive without sidelining creative professionals.