Information Minister Attaullah Tarar on Thursday openly acknowledged growing job issues in the creative sector due to the fast spread of artificial intelligence tools. The concern mainly affects people working in advertising and media-related fields.

The minister said AI is increasingly replacing human effort in areas once driven by creativity. Content creators, graphic designers, video editors, creative directors, actors, models, technicians and cameramen are among those feeling the pressure.

He invited professionals and experts to share practical proposals on how these jobs can be protected. The aim, he said, is to prevent creative professions from slowly becoming irrelevant in the age of automation.

Global trends suggest Pakistan is not alone. A recent International Labour Organisation report found that one in four workers worldwide is already exposed to some level of AI impact in their jobs. However, the report noted that only a limited number of roles face full automation for now.

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Public concern is also growing over AI’s effect on creativity. In a recent international survey, most listeners could not tell the difference between AI-generated music and human-made compositions. Many respondents said this made them uncomfortable.

The same survey showed fears that AI could flood platforms with low-quality content and reduce originality. More than half believed creativity would suffer in the long run.

AI is moving faster than job protection policies in Pakistan. Without clear rules and retraining plans, creative workers may face shrinking opportunities.