IMPACT OF ARTIFICIAL INTELLIGENCE ON CREATIVITY AND THINKING SKILLS OF MEDIA PROFESSIONALS

Abstract

The fast adoption of Artificial Intelligence (AI) in the media industries has changed the way content is created, edited, disseminated, and conceptualized. Although AI provides efficiency and creative assistance, the issues have raised around its effect on cognitive and creative abilities of media workers. This paper explores the Effect of Artificial Intelligence on the Creativity and Cognitive ability of Media professionals, and it will specifically examine how the use of AI impacts the cognitive engagement, idea generation and originality of professional media situations. While prior studies have largely emphasized the efficiency and technical advantages of AI, limited empirical research exists on its cognitive and creative implications within media professions, particularly in the Media context in Pakistan. The research design was a quantitative explanatory research design with some minor qualitative expert support. Data were collected from 160 media professionals in Islamabad/ICT using a structured questionnaire. Statistical analyses, including correlation, regression, mediation, and moderation tests, were conducted using SPSS. The findings reveal that AI usage does not directly enhance creativity; rather, its impact is indirectly mediated through cognitive engagement. Additionally, AI policy adoption at the workplace significantly strengthens the relationship between AI usage and creativity and thinking skills. The results show that the effect of AI usage on creativity is indirectly mediated by cognitive engagement, and AI policies in the organization enforce this connection. The study concludes that AI functions as a creative enhancer only when accompanied by active cognitive engagement and structured organizational policies. The findings highlight the need for responsible AI governance, digital literacy, and reflective creative practices within media organizations.