<p>Given the evolution in the global educational landscape coupled with the emergence of various Artificial Intelligence tools, academic and research integrity has gained significant importance. This study aims to qualitatively explore the views of stakeholders including students and faculty members about the challenges to academic and research integrity and the possible strategies to strengthen the integrity culture in a higher education environment in Pakistan. The study used a qualitative approach by conducting a focus group discussion using pre-defined interview topics. Thematic analysis of the qualitative data led to generation of four major themes with respective subthemes. Inadequate support from the institute regarding awareness and resources, fear of failure, lack of plagiarism detection tools and quest for promotion were identified as contributing factors towards academic misconduct. Participants supported the role of continuous professional development in promoting academic integrity. Most of the participants suggested that institutes should take the responsibility of organizing awareness sessions about plagiarism and other forms of dishonesty. The findings of this study suggests that establishment of a culture of academic integrity and ethical research is challenging and requires a sustained effort to raise awareness and transform the attitudes and behaviors of students and researchers.</p>