AI-GENERATED FAKE CONTENT AND ITS PSYCHO-SOCIAL IMPACT ON PAKISTANI WOMEN

Abstract

The emergence of artificial intelligence (AI) has revolutionized digital media, enabling the creation of highly realistic images and videos, commonly referred to as deepfakes. While these technologies present opportunities for innovation, they also pose significant socio-psychological threats, particularly for women in conservative societies. This study investigates the psycho-social impact of AI-generated fake content on Pakistani women, examining how exposure to manipulated images and videos influences mental health, social reputation, and interpersonal relationships. Employing a mixed-methods approach, the research integrates surveys, in-depth interviews, and content analysis to capture the experiences of women across urban and semi-urban regions of Pakistan. The findings reveal that AI-generated fake content exacerbates anxiety, fear of social ostracization, and reputational damage, often leading to lowered self-esteem and heightened psychological distress. Cultural and gendered societal norms amplify these effects, as victims frequently face stigma, victim-blaming, and social exclusion. The study also identifies a lack of awareness and preparedness among women to counter such digital threats, highlighting the critical need for comprehensive digital literacy programs. Furthermore, it emphasizes the role of policymakers, civil society, and technology developers in establishing legal frameworks, awareness campaigns, and support mechanisms to mitigate the harms associated with AI misuse. By providing an in-depth understanding of the intersection between technology, gender, and society, this research contributes to the broader discourse on digital ethics, women’s rights, and cyber-safety in Pakistan. The study’s findings underscore the urgency of proactive interventions to protect women from the psychological and social consequences of AI-generated fake content and to promote a safer, more informed digital environment.