Artificial Intelligence and Media
Exploring how AI is reshaping content creation, curation and journalistic practice.
Forged in the electric atmosphere of newsrooms, amid the adrenaline of breaking stories and the pressure of unforgiving deadlines, I have witnessed first-hand the remarkable shift from print to digital platforms.
Core Strengths
- Editorial leadership across print and digital media and public communication.
- Content strategy and audience development.
- SEO editing and content optimisation.
- Print layout design, digital design and AI-assisted visual content creation.
- Brand communications and content marketing.
- Social media strategy and digital audience growth.
- Media relations and stakeholder engagement.
- Project management and creative direction.
- Feature writing, copy editing.
- Video production and editorial photography.
- Longstanding relationships with writers, public figures, brands, PR agencies and civil-society organisations.
Present
Research and Critical Inquiry
Independent
Research and writing on artificial intelligence, media ethics and the future of communication, with a focus on how automated systems are changing editorial practice.
- Research into AI and journalistic workflows
- Writing and commentary on algorithmic gatekeeping
- Analysis of audience trust in digital news
Selected Professional Experience
2001 - Present
Editor-in-Chief
Brides & You Magazine
Brides & You Website · Instagram: Brides & You
Lead the editorial, creative and commercial direction of a prominent Pakistani lifestyle publication with print and digital audiences.
- Direct editorial strategy, commission and edit features, conduct interviews and oversee writers, designers, photographers and freelancers.
- Introduced sustained coverage of topics such as relationships, women’s issues, mental health, social concerns and other underrepresented topics in lifestyle media.
- Expanded the publication’s digital presence through its website and social-media platforms while maintaining editorial standards and audience relevance.
- Organised seminars and public forums on topics not discussed openly to create awareness.
- Represented the publication at major fashion and entertainment events in Pakistan and internationally.
- Built the title into a widely recognised quarterly publication distributed in Pakistan, India, the UK and North America.
Achievement: Brides & You became a readers’ favourite in Pakistan, leading to the largest print run amongst fashion & lifestyle magazines, crossing the highest sales figures in quarterly glossies. It was tremendously popular in India, the UAE and the UK.
Mar 2024 - Feb 2025
Digital Content Editor
Net Lawman, United Kingdom
Net Lawman UK
Edited high-volume legal information content for a UK online platform.
- Edited 10,000+ words daily, improving clarity, structure, consistency and usefulness for online readers.
- Applied SEO, internal and external linking and CMS publishing practices.
Achievement: Articles regularly achieved strong rankings, and some rose to number one on Google.
Sep 2019 - Feb 2020
Communications Manager
Bargad Organisation for Youth Development
Bargad NGO for Youth Development
- Managed press releases, donor communications, social-media strategy, digital campaigns and event publications for youth-development and global NGO audiences.
Nov 2012 - Oct 2013
Assistant Editor
Daily Times
- Wrote editorials on current affairs, edited opinion pages and produced political and social commentary.
Apr 2010 - Aug 2012
Editor
Lounge, Sunday Magazine, Pakistan Today
- Launched and led a weekly lifestyle magazine, directing editorial planning, commissioning, production and team coordination.
Achievement: Advertising expanded from five to more than 70 pages within twelve editions; circulation rose from 20,000 to over 100,000 copies within three months.
Sep 2007 - Sep 2008
Editor, Lifestyle Daily Page
Daily Times
- Directed editorial planning, interviews, columns and daily page production.
Achievement: Created and launched Pakistan’s first ever daily lifestyle section in an English-language newspaper.
Early Career
2000 - 2003
Teacher, English Language and Literature
Lahore Grammar School
2012 - 2013
Teacher, English Literature
Salamat School System
2000 - 2001
Sub Editor
Me & My Wedding Magazine
1995 - 2001
NGO ‘Himmat’, 2001 (3 months)
NGO ‘ASR / Institute of Women Studies’, 1999 (3 months)
The Daily Nation, 1995 (6 months)
Internships
Published Writing and Editorial Contribution
Published extensively since 1992 in top national newspapers and magazines, including The News, Daily Times, Pakistan Today, The Nation, Herald, Eastern Eye (UK), Brides & You, She Women’s Mag, Me & My Wedding, Buzz, Movie Magazine and Pique Magazine.
Areas of Expertise
Research Interests
Algorithmic Gatekeeping
Investigating how algorithms influence visibility, access and the public sphere.
Media Ethics and Audience Trust
Examining ethics, transparency and trust in an era of rapid technological and societal change.
Work together
Available for editorial consulting, research collaborations and speaking.
Get in touch