Purpose The purpose of this study Artificial intelligence (AI) is one of the important emerging trends in information technology and is slowly being implemented in libraries. The researchers have presented a brief strengths, weaknesses, opportunities and threats (SWOT) analysis of the application of AI in Pakistani university libraries. Design/methodology/approach This study uses an ethnographic approach for data retrieval. Five chief librarians were interviewed by phone, during which they were asked to identify one key strength, weakness, opportunity and threat in terms of introducing AI technologies. The researchers have used a standard SWOT matrix to report the respondents’ comments. Findings AI is already slowly being introduced into Pakistani university libraries. While commenting on ways in which AI could help their libraries deliver more innovative services and better meet user needs, respondents expressed concern about the investment required in funding, time and staff. Research limitations/implications Further study is indicated to identify existing AI implementations in Pakistani university libraries and to assess relevant library users’ perspectives. This study is limited to brief, qualitative data; its main purpose is to validate the use of a SWOT analysis. Practical implications Given that AI-based tools are already being used in libraries to some degree regardless of location, now is an opportune time to develop strategies for implementing AI technologies more widely. A SWOT analysis can be used to identify and categorize challenges and risks specific to AI in a logical way to support strategic decision-making. Originality/value To date, no SWOT analysis has been conducted in the context of AI applications in libraries, let alone specifically university libraries in Pakistan.