IMPLICATIONS OF DIGITAL MEDIA AND AI ON ACADEMIC PERFORMANCE OF STUDENTS IN PAKISTAN

Abstract

The rapid penetration of digital media and artificial intelligence (AI) into daily routines is shifting the way learners, in Pakistan specifically, search for information, use learning resources, and manage their learning tasks. This research aims to provide an understanding of what the use of digital media and AI application means for the academic performance of university students in Pakistan. Using a mixed methods approach, the research presents the positive and negative aspects of the use of digital media and AI application. Quantitative data comprises a structured questionnaire administered to undergraduate and postgraduate students in several of the major universities in Pakistan, while qualitative data is gathered through focus group discussion and interviews with practitioners and students. The results suggest that, to some extent, digital media and AI tools can be beneficial for helping learners learn more efficiently, help with research, and aid collaborative learning. However, the unchecked overuse or improper consideration of digital resources can lead to text based blindness, distraction, decreased attention span, and academic procrastination. As suggested by Berg et al. (2021), it is important to provide university students with a reasonable integration of digital tools in higher educational studies. The study provides insight into digital literacy programs that help students use technology in an optimal way. The findings are intended to guide policy-makers, educators, and students on maximizing educational practice surrounding digital media and AI; while minimizing, to some degree, the detrimental aspects related to students' academic performance