ISLAMABAD ( WNAM REPORT ): Foundation University Islamabad hosted the 3rd International Conference on Media & Communication (ICMAC 2026) on September 22, 2026, at the Foundation University School of Science and Technology (FUSST). The conference was held under the theme, “Media Dynamics in the Age of Artificial Intelligence: Innovation, Trust, Creativity and Sustainability in the Digital World.”
Building on the success of its 2022 and 2024 editions, ICMAC 2026 brought together researchers, scholars, faculty members and media professionals from 13 universities across Pakistan, with participation from Islamabad, Lahore, Karachi, Malakand, Swat and Rawalpindi. The conference also featured international participation from Germany, the United States, Sri Lanka and Türkiye.
The conference provided a platform for academic and professional exchange on the evolving role of media and communication in the age of artificial intelligence, with discussions focusing on regional connectivity, global dissemination of information, cultural diplomacy, connectivity and integration. The programme featured plenary talks, keynote addresses, academic sessions and poster presentations.
Dr. Saima Ehsan, Dean, Faculty of Arts and Social Sciences, Foundation University School of Science and Technology, delivered the welcome note and welcomed the distinguished guests, speakers, researchers and participants to the conference.
Prof. Dr. Adam Saud, Principal/Director, Bahria Humanities and Social Sciences School, delivered the keynote address. He highlighted the growing influence of artificial intelligence in shaping narratives and influencing the thinking of the masses. He urged students to make the most of the conference by engaging with the knowledge and ideas shared during the sessions and encouraged them to use artificial intelligence sensibly and responsibly.
The Chief Guest, Prof. Dr. Bushra Mirza, Vice Chancellor, Fatima Jinnah Women University, emphasized the important role of youth in Pakistan’s progress and development. She highlighted the role of media in promoting the country’s culture, history, education, development and national image. She stressed that the media should avoid propaganda and instead promote authenticity and positivity in news and information.
Speaking about artificial intelligence, Prof. Dr. Bushra Mirza described its use as a need of the time and encouraged both teachers and students to learn to use the technology effectively while maintaining a firm commitment to ethics and responsibility.
Rector Foundation University, Dr. Raza Ali Khan, appreciated the scholarly efforts behind the conference and emphasized the importance of adaptability in today’s rapidly changing environment. He noted that although adapting to change can be challenging, innovation often faces resistance, making adaptability increasingly important for navigating the demands of the present age.
Referring to the conference theme, Dr. Raza Ali Khan emphasized that ethics and responsibility are key pillars in addressing the opportunities and challenges associated with artificial intelligence and the changing media landscape. He highlighted Foundation University’s commitment to fostering a rich exchange of perspectives on research in media and communication studies, encouraging collaboration among institutes and scholars, and promoting innovative thinking for research and practical development in Pakistan.
The conference provided an opportunity for participants to present research, exchange scholarly perspectives and explore avenues for collaboration in media and communication studies. The participation of national and international institutions further contributed to the diversity of academic perspectives and strengthened the conference’s role as a platform for knowledge exchange and professional engagement.
ICMAC 2026 concluded with an emphasis on the need for adaptability, innovation and responsible engagement with emerging technologies, while maintaining ethics and responsibility as essential principles in the evolving media and communication landscape.
